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As an American who doesn't go to Starbucks (why does anyone? The coffee is shit.), I also think this is really dumb. If I ever get coffee, I usually just get plain black coffee, which is probably less than half the price of any of the other crap. Why should I pay for the overpriced junk someone else gets. I assume that's the point though, and it's designed by Starbucks to get people to not care about the price and get the most expensive things, because someone else is picking up their tab.