I was recently discussing this with a colleague and we settled on calling it quality creep - as you become used to better things, the stuff that was previously acceptable becomes unbearable.
e.g. I used to drink any old instand coffee, then I found Douwe Egberts and strongly preferred that for a few years, then I started making pour-overs with pre ground coffee in a v60, then I found a better grind/roast/etc of the beans which is my go-to - now I drink 'real' coffee black and can only tolerate instant if it's adulterated with milk and a little sugar.
I'm trying to avoid making the jump to pulling my own espressos, it looks like way more fuss than the pour-over...
