I feel like I need to clarify, I don't think these guys are probably involved in clandestine operations themselves. Their purpose would be to manipulate and deceive their audience about clandestine operations, possibly also filter information about ops. There could have been some kind of research or tracking being done with their customer base as well.

I'm not digging through their mountain of videos, but the comms I'm seeing in their coffee branding run the gamut from FFs to Obama to blackmail. Pretty blatant and unsubtle.

The purpose of symbolism is remove any trace of contact between the speaker and the listener while still allowing them to communicate. That means using a third party as a mouthpiece, especially one that can be disguised as something altogether different- like a beverage company that totally isn't a media company.