Starbucks Counterculture

Michael Hoover wrote an article for Monthly Review about Starbucks, advertising, and the link to counterculture. He brings up a lot of the same points Frank does regarding "hip" and co-optation. With a Starbucks on every corner, the company hardly represents the "authentic" coffee shop experience, prompting Hoover to ask why it is so popular. Just as Frank defended business culture's co-optation of the counterculture, Hoover has some defense for the thriving company... Starbucks is "capitalism with a "humane face" that leaves one "feeling groovy."