Loyalty Goes Both Ways

"So? Starbucks rewards loyalty - and they're not out to take over the world. Okay, that was a bad example...."

Thursday Next in The Woman Who Died A Lot

I wonder if Mr. Fforde knows that after only two weeks after publication, his book is already out of date.

As it turns out, I read the above line today which is funny because, as of today, Starbucks does not reward loyalty. I was planning a worldwide boycott but, to tell the truth, even before Starbucks had a reward program, they were my caffeine-pusher-of-choice. So what's the difference now? Nothing, really. I just liked the attention - well, perceived attention. I got post cards and I have a gold card in my wallet with my name on it.

So, I don't know about the global boycott. I am easily influenced by the "dark side" of everything. Amazon, Google - it's all just too easy, like the Goliath Corporation (which "catered for everything from the cradle to the grave" Ibid.). Starbucks, whether you like it or not, is everywhere and you know exactly what you're going to get when you go into one. It's like the whole principal behind McDonald's - you can walk into any one and get the same experience, hamburger, or cup of coffee.

They're on every corner, and if you're not sure which corner is closest, you can check your mobile app so you can rest assured you're never far from another cup.

I was a fan before the rewards program so what's the problem?

The problem is I feel used. They didn't have to manipulate me to get my vote; they already had it. I gave them my e-mail address, I let them track my buying habits in exchange for some goodies. Now, they have my information but I no longer have the goodies.

I shouldn't complain too much. My grocery store knows more about me than they should. My internet browser stalks me. My freaking car can differentiate between asses* and will adjust the seats automatically when I get in! How personal is that?

It's time to do something different. It's time to buy local. I try to do that anyway but now it's time to try harder. The mermaid is just going to have to learn to live without me for a while.

Maybe I'll send her a postcard on her birthday

(*exaggeration)