Quite simply, because it tastes better. Specialty coffee begins with a high quality species of coffee plant; Arabica. It is grown at high altitude, and exclusively hand picked and processed. Great care is given in processing specialty coffee as well. It must pass a stringent certificating process to ensure that it is free of flaws and imperfections as well as be screened by size.

Specialty grade coffee is richer and more flavorful then mass produced coffee. It is also handled and roasted in smaller quantities to ensure freshness. * 

* Specialty Coffee Association of America: http://scaa.org