They could go even further and label this flavored coffee. Coferments like this are flavored coffee, it's straight up an infusion.

Unfortunately, with the connotations of flavored coffee, it would be murder on the high end business that's producing some of the coffee that's pushing the envelope. Excessive labeling could also be extremely misleading; often the flavors of the fruit used in the coferment don't come out in the coffee. I had a coffee a few years ago that tasted just like grape soda as a byproduct of being cofermeneted with lychee. If it had been labeled lychee flavored, I'd have been convinced I got the wrong coffee. And also probably pretty mad. It was labeled as tasting like grape soda and I got what I paid for.

That said, Perc's current labeling is actually pulling back from the slippery slope. I've had coferments that were badly labeled. Perc is very explicit and open. And I do think some minor onus is on the consumer informing themselves on what they're buying; I think @echo@lemmy.ml was correctly informed.

This coffee? It's cofermented. This coffee? Pure coffee, anaerobically fermented, then dried natural. This coffee? Washed process, standard fermentation practices.