Regular readers know that I recently upped my game with respect to carrying my own coffee cup. In my perfect world, every coffee place has reusable ceramic mugs that can be washed. In my actual world, it's often a paper cup or carry your own mug around.
Regular readers may remember my previous reflection on these matters, which focused on the way that, having upped my game on this one tiny thing, I then became ultra notice-y, and dare I say even a bit judgey, about other people and their coffee cup choices. Which is a bit ridiculous, since I regularly forget or misplace my coffee cup and use the paper ones myself. But I'm sure I'm not the only person out there who is committing a transgression one day and moralizing about it the next.
Still, once I started being notice-y about coffee cups, I started to notice the really stunning number of disposable coffee cups out there. Virtually everyone who goes to Starbucks gets their coffee in a disposable cup.
For a while, I really thought of this as a mystery. I mean, I expect a lot of the people getting coffee at Starbucks consider themselves environmentalists, or at least people who recycle and do basic things to cut down on their garbage production. The Venn diagram overlap of Starbucks type customer, climate-sensitive vegetarian, and careful recycler seems pretty large to me. And coffee cups are hard to recycle and usually end up in the trash.
Yes, carrying a mug around is a bit of a pain. But the crazy thing is that even people who are sitting at Starbucks are usually drinking out of a paper cup. All you have to do is ask to have your coffee "for here" and get it in a ceramic cup and you're good. So, WTF?
The more I thought about it, the more I came to think that Starbucks isn't only selling coffee. They are selling that coffee-paper-cup experience. There is something about that cup -- and, let's be honest, the sophisticated and superior lid system -- that makes the Starbucks coffee drinking experience what it is. The coffee cools at the right rate, the cup is clean and white, the shape is pleasing to drink out of.
Then I thought: there's something about modern life that makes that coffee-paper-cup experience feel like a tiny luxury, in a world where for most of us, luxuries are hard to come by. The crapification of everything means that most of the objects and systems we interact with on a day to day basis are in some way frustrating, or easily broken, or fragile in a dumb way. My god, just using a modern public washroom is insane: the automatic toilet flushes when you don't want it to, and then it doesn't flush when you want it to, and then you can't get the automatic water faucet to go on so you're desperately shaking your hands, and then your ears are assaulted by those new hand driers.
So many things are like that now. But the Starbucks coffee-paper-cup experience isn't like that. It works and it feels nice. Why else would the Starbucks in the US automatically put a lid on your cup, instead of letting you decide whether you need a lid or not? The only explanation is they're trying to give you the full coffee-paper-cup experience. No decisions required.
Recently I visited a suburban sprawl area of Connecticut. This is where my mom used to live, and it gives you some sense of what it's like that until recently, the closest Starbucks was a 20 minute drive away on a major highway. But now there is a Starbucks right in town, and while I was visiting, I went there to catch up on email and do some work.
And the damnedest thing happened. I found myself drawn to that ridiculous paper cup. I had my travel mug with me, and instead of putting it in my backpack like I always do, I left it in the hotel room. I wish I had a convincing psychological explanation for my absurd behavior, but I really don't. The only thing I can think is I was worn down by the driving and the endless ugly plazas and whatever. My reusable mug seemed old and scratched up and coffee stained, and I wanted that coffee-paper-cup experience.
So my theory is that the coffee-paper-cup experience is a tiny luxury island in an ocean of annoyances, and that's why it's an exception to all the other social norms of life.