It's something we said once when we were roasting and we loved it so much we decided to make it our name. Since then it's exploded in popularity, and you can find our phrase on t-shirts and mugs all over the place.
We're professionals, and as such, we use the City Roast scale. If you don't know what that means, then you don't deserve our coffee. (Just kidding, here's a helpful guide)
Altitude is one of the most important factors affecting the taste of a coffee bean, right behind the time of day the beans were roasted and how much coffee the roaster already had that day. More seriously though, the altitude actually affects caffeine content. The lower you go, the harder it is for the coffee trees to live because of higher temperature and pests, so they produce more caffeine to protect themselves. So if you want a stronger cup of coffee, go for a low altitude bean!