Starbucks CEO: 'We want to be trusted'

LINK:http://www.seattlepi.com/business/403964_starbucks18ww.html

In a local Seattle Newspaper, Andrea James spoke of Schultz, the CEO of Starbucks Cofee Co, and his recent concerns about the company. Often, people write off Starbucks Coffee, speaking of their $4 cup of coffee. Schultz refuted that argument by saying that half the beverages sold cost less than $3, and one-third cost less than $2. He argues that there is also a reason why their coffee costs so much, their coffee is very good and different from any other company. In order to prevent this "deception" about the corporation, many different websites and blogs have been created explaining the quality of coffee and the company.
I agree and disagree with Schultz and his arguments, he complains that because of the economy, a morning cup of coffee for most Americans at Starbucks is the first thing to go. This makes total sense and I don’t blame the American public for it. Why spend three bucks on a cup of coffee when you can make it at home for a quarter, especially considering the amount of Americans in debt? I also think that Starbucks prices are a little too high. Yes, there coffee is very good and one of a kind, but there are plenty of places with quality goods who charge a normal amount.
Schultz mentions that all Starbucks wants as a corporation is to be trusted and valued. These are great goals and I believe they are really accomplishing them. You can always count on a good cup of Starbucks coffee when you go. But, this issue is completely separate from cost. I completely trust and value Prada, but that doesn’t mean I will go and spend $4,000 on a hand bag.
To conclude, Starbucks has really become an American trademark and symbol so despite the high prices, I think it’s every capable American’s responsibility to buy coffee from Starbucks when able.