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

Soon, physical things will seem like ancient artifacts.

We'll all have stopped staring into our phones and just rely on the chips in our heads that translate our thoughts onto ubiquitous holographic screens.

Even now, everything is blissfully digital.

At least that's what Silicon Valley wants us to think.

Yet here's Starbucks doing something quite stunning.

I pause for your stupefaction.

Yes, the coffee chain has stopped, thought, and realized that what it's offering is a human experience, something an online store struggles to deliver.

In the words of its spokeswoman to The New York Times: "We're continuing to invest in amplifying Starbucks as a must-visit destination and are looking across our portfolio to make disciplined, thoughtful decisions."

This might be translated as: "Humanity might still matter."

When your core brand experience occurs in physical stores, it's wise to enhance the value of that.

Otherwise, people might feel that online and the store are just the same thing, one seamless trail of commodified, on-demand shopping.

The company's chairman, Howard Schultz, put it wisely earlier this year: "Every retailer that is going to win in this new environment must become an experiential destination. Your product and services, for the most part, cannot be available online and cannot be available on Amazon."

It may well be that customers won't now be able to go online to buy those marvelously healthy syrups and sauces to make their own versions of delicacies such as Pumpkin Spice Latte.

The return, Starbucks hopes, will be that going to one of its physical locations will offer some level of actual joy. You know, the human kind.

Naturally, there will be unhappy customers. They'll stamp and wail about the end of the world as they know it.

In the long run, though, companies have to decide what drives their brand and their business.

In six months' time, will Starbucks suffer from having closed its online store? I doubt it.

It's not as if the company has turned its back on technology. After all, the popularity of its app is causing all sorts of entertaining problems.

There's something refreshing, though, about a large company looking at all the supposedly necessary ways of doing business and deciding: "Nah, we don't need that."