In the old days of pure, simple consumerism, you bought a product, and then you felt bad. “My God, I’m just a consumerist, while people are starving in Africa . . .”
So the idea is that you had to do something to counteract your pure, destructive consumerism. For example, I don’t know, you contribute to charity and so on.
What Starbucks enables you, is to be a consumerist, without any bad conscience, because the price for the countermeasure, for fighting consumerism, is already included into the price of a commodity. Like, you pay a little bit more, and you’re not just a consumerist, but you do also your duty towards the environment, the poor, starving people in Africa, and so on and so on.
It’s, I think, the ultimate form of consumerism.