- Coffee consumption is not uniform throughout the population. For example, I'm willing to wager that people that eat a lot of truffles and Beluga caviar are among the healthiest and longest living people in the world. Anyone care to wager why?
- Long term controlled studies on human subjects are tricky. Can you imagine taking 100 people at random (not volunteers!) and forcing half to drink coffee, and half not to drink coffee for 30 years?
- Plausible mechanisms are always incredibly easy to postulate since we still have lots of things we do not understand about the human metabolism.
Unless the effect is very, very strong, observational studies are going to be rife with false positives and spurious correlations due to Simpson's paradox. Ignore this awful article, and almost all dietary advice in this vein.