Well, for one thing i dont think it was $9 a cup for Starbucks. I didnt buy it, my partner did, but I'm guessing that is a bit of an exaggeration. As for your other argument, its up to the person and the reason they drink coffee in the first place. If I am after the effects of caffeine why would I drink coffee that didnt provide that for me (unless I had no other choice) If they had McDs on board I would buy substitute coffee there.