I'll Have A Vente CD, Decaf, Hold The MP3

Starbucks is turning into an all-purpose center of pop culture. First it was music, then movies and now a serious foray into books. But unlike music and movies -- where Starbucks consistently championed small artists or aging veterans who couldn't get the time of day from radio -- Starbucks is sadly sticking with a blockbuster author for its first big book tie-in. Who is the lucky dude? Mitch Albom, the author of the treacly "Tuesdays With Morrie" and the even treaclier "Five People You Meet In Heaven." That's right, they're partnering with a huge bestselling author who doesn't even remotely need their promotional muscle and he sucks. That goes against everything they've done in pop culture prior to this and it's a foolish change in strategy. Starbucks goes from being cool to being boring and obvious. Not good for business.