Here's the base claim from Coffitivity:

the mix of calm and commotion in an environment like a coffee house is proven to be just what you need to get those creative juices flowing.

I wasn't familiar with this idea but listening to the ambient chitter chatter just underneath whatever music I'm playing does create a more lively feel. If it works, who am I to argue? I will say, don't listen to the provided People Audio too closely or you'll start to hear where it loops and it'll ruin the whole thing for you.