Just the other day, strolling back to my apartment (indeed, from a nearby Starbucks), I noticed an article in BusinessWeek questioning CEO Howard Schultz's success in using Starbucks' retro logo to re-brand Starbucks as, well, itself -- that is, less corporate behemoth and more cozy cafe.

(If you haven't yet seen it, and you're not a frequent tall-soy-no whip-half caf-extra hot-skim latte drinker, it's a much more rustic, coffee bean-colored version of their familiar, sanitized green...