What's more interesting is that along with dropping the name, they're dropping the word 'Coffee' too. Seems they want to diversify away from caffeine products into others such as branded ice-cream.
But let's be honest here. As a long-time coffee-holic I can confirm that Starbucks departed from the True Coffee Path years ago. The watery, flavourless, bland shlop they serve has never been regarded by true coffee fans (except Americans) as the real deal. Starbucks is about branding, expansion, and inventing a new way to make a frappa-cappa-mocha-choca-chino and sell it for £3.50 covered in squirty cream.
Every time I pass a Starbucks these days I sadly shake my head at the sad souls inside, no doubt warmed by their prescence in such a fashionable outlet.
Then I go to Cafe Nerro for a real coffee. Fortunately my local Nerro in Surbiton, Surrey, is run by two real Sicilian brothers who know their stuff.
That's what a coffee shop should be.