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Rabu, 13 Mei 2009

Coffee with steam


Moments after picking up a venti vanilla latte from a St. Petersburg Starbucks, Sam Maston removed his cup's cardboard sleeve to inspect a message printed beneath.

"America's national debt is now $7.5-trillion, and it's skyrocketing, even as America's population ages," the cup read. "There will never be a better time to start paying off this crippling debt than today."

The quote, from environmentalist Denis Hayes, didn't faze the 29-year-old Maston.

"I'm a pretty hardcore Democrat," said Maston, who wore a black rubber wristband bearing the words I DID NOT VOTE 4 BUSH. "I think they should put that stuff on there."

Not everyone agrees.

The Seattle coffee chain has raised some eyebrows over its "The Way I See It" campaign, which prints quotes from thinkers, authors, athletes and entertainers on the side of your morning machiatto. The goal, according to the company, is to foster philosophical debate in its 9,000-plus coffeehouses.

The quotes aren't all that inflammatory, though several mirror Starbucks' hallmark tall-grande-venti pretentiousness. Take this one from film critic Roger Ebert: "A movie is not about what it is about. It is about how it is about it."

The problem, critics say, is the company's list of overwhelmingly liberal contributors, including Al Franken, Melissa Etheridge, Quincy Jones, Chuck D. Of the 31 contributors listed on Starbucks' Web site, only one, National Review editor Jonah Goldberg, offers a conservative viewpoint.

Considering Starbucks sells millions of cups of coffee each day - some specialty drinks at $4 and up - it's no surprise some customers have complained to Starbucks' Web site, labeling the campaign "offensive" and the company a proponent of "the destruction of family values and virtues."

"I want to enjoy your product without having Earth Day Network propaganda thrust at me," wrote Malachi Salcido of East Wenatchee, Wash.

Yvette Nunez, a 27-year-old Republican from Tampa, said she hadn't noticed the quotes on her weekly caramel machiattos. On "tall" cups, the text is obscured by a cardboard sleeve.

"There are a lot of great conservative quotes, but oh well," she said. "I'm not surprised. I'm used to being under-represented."

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