Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
Some ideas are simply crazy.
With some, though, you can't be sure.
This could be genius. This could be nonsense. When do you decide which it is?
Here, then, is the latest idea from Starbucks for you to cogitate upon.
The marketing problem: when customers put ice in their coffee, it ends up watering it down.
Personally, I think the insertion of ice into coffee is akin to the insertion of a past-its-sell-by-date Oreo into a perfectly grilled piece of trout. But I digress.
Here is Starbucks' solution: ice made out of coffee.
This way, your coffee gets stronger as you drink it.
This could be quite marvelous, should you adore ice in your coffee. Or it could be like leaving a tea-bag in your cup for too long.
Should you already be inspired, I'd also like you to be warned.
"Customers can add ice that's been made using Starbucks coffee to any iced espresso or brewed beverage for 80 cents," a Starbucks spokesman told Cosmopolitan.
Now you're faced with a moral dilemma. Can you give Starbucks (even) more money, in order to avoid watery coffee?
Surely you will try it once. Currently, this coffee ice experiment is being conducted in Baltimore and St. Louis.
Indeed, a barista -- handle owlcitizen44 -- who has been part of the experiment, offered his or her view on Reddit: "Now, I'm not a huge frappuchino fan, but the coffee ice really made it better. The coffee taste was stronger and it was a lot smoother."
Oh, but surely this is more marketing. Or perhaps this barista has been influenced by the marketing.
Indeed, the wise owlcitizen added: "I don't know if it was kind of a placebo effect and I was pre-expecting it to taste that way, but the other partners I tried it with all agreed."
But they're all partners in Starbucks. It may be the Illuminati Effect.
But wait. You're a scientific sort -- or just a health freak. How are these coffee ice cubes made?
"So the ice comes already made, in a white package," said owlcitizen44. "It's our job to break it apart into 'cubes' (aka small chunks). Then the ice is stored in a big grey tub that looks like a huge version of a inclusion container. It came with its own plexi and ice scoop. As of now, we have it kept in a BOH fridge, so we have to run to the back every time a customer orders it, but this might change."
This might change. This might change you. This might change so many cold beverages.
Just imagine ice cubes made out of Coke. Or gin.