What's Hot In My Cup

Via, the powdered version of Starbucks Coffee that you add hot water to (and milk, if you're me) and drink. It's nearly as good as the fresh brewed stuff you get in the cafes (no, really, it is!), and cheaper, too. Is Starbucks putting itself out of business by making available a version of its coffee that you can make in a jiffy at home, or will Via enhance the coffee merchant's profile and profits? Will coffee drinkers shun it because it reminds them of those declasse instant coffees like Taster's Choice and Nescafe that their parents and grandparents drank in the '70's? Stay tuned....