I think it's a really good point that customers are becoming more educated about their drink. And I think it's important to stay two steps ahead. Not to argue or anything, but I was just thinking about this the other day. People look at Starbucks and say "don't do what they're doing if you care about quality" and there's truth to that, I think. But there's also truth to that with McDonald's and they remain very successful. Do you think it's possible that Starbucks is just experiencing a blip due to the current market (and because they are a large chain their struggles are magnified), and not experiencing the "inevitable downfall"?

Just curious about people's thoughts.

Starbucks has made a series of mistakes and has declined severely since 2005. Their current problems are highlighted by the recession, but they were not caused by it in any way. As customers become more educated, they see less value in the Starbucks style offerings. People have had that experience, and realize it's mostly a facade. As the Millenials, or generation Y, proliferate the market, there is an increasing demand for quality offerings, whether it is through food or drink. The emerging of fantastic coffees, chocolates, and foods is being pushed as the younger generation is more well traveled, more food savvy, and this is what is helping to push things like coffee quality to the detriment of the Starbuckians.

Hm, I didn't realize 2005 was that they started making poor decisions. It will be interesting to see what happens to them over the next few years. I definitely agree that consumers are much more educated and care about quality than ever before. Go Millenials! :)