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As Nespresso has grown, it has come up against an awkward truth:
隨著奈斯派索的發展，它遇到了一個棘手的的事實：
the more popular a brand is, the harder it is to maintain a luxury image.
一個品牌越流行，它就越難以維持一個奢侈的形象。
“Our competitor is not other coffee companies,” claimed Duvoisin.
“我們的競爭對手不是其他咖啡公司，”杜瓦辛聲稱。
“When you go into our boutique, you are comparing us to Dior or Louis Vuitton.”
“走進我們的精品店，你會把我們與迪奧或路易威登相提并論。”
That may have been true once, but its boutiques are now on every high street.
這曾經也許是對的，但是現在每條商業街上都有它的精品店。
At the Touchwood centre in Solihull, Nespresso is opposite an Ernest Jones and next to Pandora.
在英國索利哈爾的火絨中心，奈斯派索店就在一家歐內斯特·瓊斯店的對面，旁邊是潘多拉店。
On Cheapside, by St Paul’s in London, the boutique faces a Clintons Cards.
在倫敦的齊普賽街，圣保羅大教堂旁邊的精品店里，擺放著一張克林頓夫婦的卡片。
Like other high-street businesses, Nespresso has been buffeted by months of coronavirus closure.
和其他大街上的店鋪一樣，由于冠狀病毒關門，奈斯派索也遭受了數月的打擊。
In its late-00s incarnation, when most of its pods were sold by mailorder or on the internet,
在2000年代后期，如果它的大部分咖啡膠囊通過郵購或互聯網銷售，
Nespresso would have been less affected by coronavirus.
奈斯派索就不會受到冠狀病毒的很大影響。
(“When I was there we had the highest percentage profit margin in Nestle,” Gaillard told me.
（蓋拉德告訴我，“我在公司時，我們的利潤率是雀巢中最高的。
“But Nespresso did a ‘reverse-Amazon’. They had an Amazon and turned into a bricks and mortar business.”)
但是，奈斯派索做了一個“反向亞馬遜”。他們從亞馬遜變成了實體店。”
Nearly half a century after it was conceived, Nespresso finds itself in an uncomfortable new world.
自從奈斯派索誕生近半個世紀以來，它發現自己處在一個不舒服的新世界。
Consumers who might have once craved its polished, urbane chic
那些曾經渴望它精致、優雅的時尚的消費者，
now look for dirty-fingered artisanal blends to use with their pour-overs and Aeropress machines.
現在想要臟手指的手工混紡物來搭配他們的手沖咖啡和愛樂壓咖啡機。
A Nespresso machine on the kitchen counter used to prove your membership of a convenience-loving global consumer coffee elite.
在過去，廚房柜臺上的咖啡機可以表明你是愛好便攜式咖啡的全球咖啡消費精英。
Increasingly it suggests that you are not a serious coffee person, and that your attitude to the future of the planet is suspiciously relaxed.
越來越多地，這表明你不是一位認真的咖啡客，你對于這個星球未來的態度是出奇的放松。
In its heyday, Nespresso fit a story consumers were keen to tell themselves:
在全盛時期，奈斯派索很符合這個消費者愿意告訴他們自己的故事：
that for a small premium, quality could be guaranteed, whether you were in Tokyo, Geneva or Los Angeles.
無論你是在東京、日內瓦還是洛杉磯，只要稍微多花點錢，咖啡質量就能得到保證。
Its range of capsules offered the sense of choice, but in reality it was just one option: Nespresso.
它的一系列膠囊提供了選擇的感覺，但實際上只有一個選擇：奈斯派索。
These days there are more than 400 competitor capsules.
現在市場上有400多種與之競爭的咖啡膠囊。
Cheap plastic ones, refillable eco-ones, limited-edition batches from faraway places.
便宜的塑料膠囊，可重復使用的環保膠囊，來自遙遠地方的限量版膠囊。
Specialty coffee has infiltrated the general population to the extent that McDonald’s ran a gently sarcastic TV campaign about the flat white.
特色咖啡已經滲透到普通人群中，以至于麥當勞還在電視上對這種純白咖啡進行了溫和的諷刺。
Nespresso once wooed coffee lovers with its ease of use, and instant coffee drinkers with better coffee.
奈斯派索曾經以其簡便的使用方式贏得了咖啡愛好者的青睞，也以優質的咖啡贏得了速溶咖啡愛好者的青睞。
Now there are alternatives for every taste.
現在，每種口味都有不同的選擇。
