Riccardo Illy, one of Italy's most influential entrepreneurs, who gives his name to a world-famous coffee, rejects Trump's tariffs because, he explains, "they will have the effect of punishing the best (who produce goods of better quality and/or lower price) in other countries to reward the less good Americans. In the immediate term, the bill will be paid by American consumers, with higher prices or worse quality, and European producers with reduced exports. In the long run, the bill will be paid overall by the competitiveness of the U.S. economy; its industries, buoyed by the tariffs that will burden the products of foreign competitors, will give up innovating and improving efficiency, further sapping the manufacturing sector. It is unbelievable that none of the US President's advisers can explain to him what damage he is inflicting on his country and major partners".