Starbucks has even admitted that start up costs and marketing expenses of Via at least equal the $180 million revenue.
Remember Starbucks will (has to) spend heavily to promote Via, something that Green Mountain/Keurig hasn't had to do yet with K-cups thanks to strong word of mouth.
As GMCR increases the footprint of k-cups, it will begin to need to advertise more because all the early adapters have purchased. The other potential customers will need to be "convinced". But have we reached that threshold yet? I don't think so and probably won't for at least another year.