Personally, I never saw the need, never been in one of their stores. Never missed out. The iPod of coffee. This tale written by Bryant Simon tells it best
Bad news has been pouring down on Starbucks for a year. The price of the company's stock has been cut in half – and then some. Fewer people come through store doors and those who do buy less.
The company thrived throughout the past 15 years by giving middle-class Americans exactly what they thought they wanted – and this wasn't really about coffee. It was about creating a product that allowed doctors and lawyers, IT specialists and travel writers, and then their imitators, to portray themselves as they wanted to be seen. That's how products work in the world we live in. We buy things to announce something about ourselves.
