Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.

When is the best time to feel good about your principles?

When they cost you hard-earned lucre, perhaps.

Only then can you feel as if you're more than just another hard-headed, venal capitalist.

When Starbucks announced in January that it would hire 10,000 refugees over the next 5 years, not everyone was delighted.

To those on one political side, this felt like a blatant anti-government stance. To progressive others, it felt like a very human act in the face of rabid anti-foreigner sentiment.

But what happened to the Starbucks brand? Did those who promised to boycott it for evermore affect the way it was seen in the outside world?

According to a YouGov/Brand Index study, Starbucks's consumer perception levels fell by two-thirds.

This sounds like time to call the brand fire brigade.

Can it be that consumers can turn so quickly against a brand for declaring it would hire legal immigrants, all over the world?

Or can it be that studies such as this offer limited information?

Buzz, by its very nature, floats one way one minute, the next it's gone and five minutes after that it's buzzing in a completely different direction.

Indeed, YouGov/Brand Index admits that Starbucks's perception levels are still positive and have merely returned to their position last May.

Then again, purchase intent has gone down 6 percent, to the level it was last August.

Sometimes, you can stare at such figures for too long. They can cause you to overreact. They can madden you to the point of screaming on public transport and making odd guttural noises in the middle of a restaurant.

If you've made what you think is the right decision, you don't necessarily have to measure its effects week-by-week or month-by-month. Or, at least, you don't have to get emotionally involved in such numbers.

The political atmosphere is so volatile that what might seem a terrible decision now could suddenly have raucously positive ramifications in six months' time.

I contacted Starbucks to ask whether its palpitations have increased and will update, should I be served with a cup of comment.

Ultimately, everything seems to have become politicized these days. As Under Armour found out -- also to its cost -- few seem to be comfortable with companies that try to remain neutral.

I'm not suggesting that's a good thing. It's simply a reality that seeps into business decisions.

I fancy that Starbucks -- as well as having a leader in Howard Schultz who is open about his politics -- is banking that its stance will appeal to younger customers.

These are the ones that the chain hopes will start paying $10 for a coffee.

These are the ones whose perception of Starbucks may have actually been strengthened.