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I say it is actually everything about Coffee. If it has coffee in it, and is from Starbucks, it is a winner for me.Many forget about the Coffee sales into the stores and online too. People still love to buy the 2 lbs at Costco. My way is to buy a new batch of SB stock, periodically, on dips, and hold in my nice little safety deposit box,so that by 2014, I open it up and sell for $90. One exception, open up that box asap if Obama or Romney tanks theeconomy and then all the house of cards crashes down. I started this as a Christmas gift in 2009 to me, and wanted a5 year plan on my love for SB coffee. Take a good SB break today and enjoy.