Mr. Rosenbaum is a hoot. His sarcasm and irony are even more subtle than those of the man he criticises. Unless you read carefully, you might think he's actually defending a huge corporation against an unknown writer who doesn't appreciate standing in a long line to buy an overpriced espresso doctored up with four different kinds of corn syrup from some kid who calls himself a "barista" and speaks only in coffee-tech. You might think Mr. Rosenbaum is one of those guys who is so into the whole phony, custom coffee mystique that he feels special when he steps into the McDonalds of coffee and breathes in the aromas of coffee, kitsch and corporate branding. You might think he's one of those people who thinks it's somehow cool and a little bit counter-culture to "chill" in the calculated, plasticized funky atmosphere of Starbucks. His pretended outrage at the attack is really very funny.