Perfect for iced coffee though

They're talking about commercial scale coffee products and coffee flavoured products (bottled coffee drinks, instant coffee, etc.), where a reduction of 75% of the energy consumption could not only be very profitable, but also helpful in hitting environmental targets. Coffee is already a bit of an environmental nightmare when it comes to water usage in farming, so lessening the impact of commercial coffee is definitely a plus.

You can heat the water afterwards. A lot of the heat in the hot water is lost in the beans. This might never have an application at your local coffee shop, but for canned coffee it will make a dramatic difference in profitability.