It can’t be rare if it’s everywhere

I keep seeing this everywhere – Starbucks trying to talk about a very precisely sourced coffee that makes a specific espresso.

Except because it’s on every window of every one of their coffee shops, it eats away at the very notion of scarcity they’re trying to promote.

Part of the difficulty in trying to scale scarcity, I guess. And trying to fight off a hundred independent coffee shops.

• Category: rivetings