Beware of Cheap Coffee?

So despite loving Gimme Coffee (woo, go local!), I am on a Starbucks mailing list because occasionally they send out coupons for free coffee. And Starbucks coffee ain't cheap.

Funny that this is their new advertising move.

My favorite new reads: "Beware of a cheaper cup of coffee. It comes with a price."
Notice that Starbucks is not saying, "cheap cup" but rather "cheaper cup," as if any cup of coffee below their price is inferior. I find it strange that during a time of increased financial awareness, Starbucks not not only embraces but flaunts its image, performing an about-face on its $1 cup experiment in January 2008.

A close second: "This is what coffee tastes like when you pour your wallet heart into it."