I love coffee. I like it black, flavored, mocha'd, caramelized, pepperminted, etc... In fact, the only ways I don't like my coffee are weak, with "cream and sugar," or iced (sorry, but if it's not hot, it's not coffee.) Subsequently, I also love coffee shops. I still remember walking into my first coffee shop. It was open really late, the decor was shabby chic, and all of their specialty drinks were named after candy bars - those were my peeps! I was hooked, and after that, I was always seeking out the local shops when I went somewhere new.
Until I couldn't anymore. Because they were all gone. And you want to know why? Starbucks! I hate them for driving out the local shops, and I don't even really like their coffee. But, where do I usually go for Joe? Starbucks. It's a sad situation, but they've made themselves impossible to boycott. And they're just so darn convenient. In fact that's the one thing I do like about them - you're never far from a coffee shop. That, and their drive thru's - that was pure evil genius!
But this new branding thing they're doing, it's like rubbing salt in the wound. I don't care what they call themselves, they will always be corporate coffee. And if by some miracle there was a local shop down the street from a Starbucks, I would always pick the genuine article. Unless I was in a hurry, and it didn't have a drive thru...darn that Starbucks!