!What is a frappucino? To me, it seems vaguely sweet and wussy. Isn't a frappe something from an old-time soda fountain? Something with two straws in it and a cherry on top?)

Light-heartedness just can't last in corporate cultures. Starbuck's started out as an easy-going, birkenstocky venture.

"Kids, get your caffeine, your sugar, your whipped cream and your political correctness all in one overpriced drink!" It was a great business plan, but when it started making serious money, it attracted serious people. Always a mistake. I mean, what's going to happen to Starbuck's customer base if the company gets a reputation for being pragmatic? or for being heavyhanded?

I believe the Starbuck's lawyer is throwing her weight around. When you get a trademark, you have to register a spelling and a type face and (maybe) a color. For example, Mattel Toy doesn't just have the trademark 'Barbie,' it has the trademark on 'Barbie' in that vivid shade of pink and in that swoopy typeface. Little girls called Barbie and families named Barbee should have no fear of being told by Mattel that their names are going to have to go.