Starbucks was outlawed in my town, but they exploited a loophole and managed to set up a 12' square store inside the existing Safeway.

I went in today (for the first time) to check out this Via stuff, and was accosted by not one but two eager Starbucks staff, whose sole responsibility, it seemed, was to stand around this cubicle and chat about Via.

They asked me where I'd heard of it, and were visibly and (apparently) genuinely delighted to hear my tale of "backpacking" and "the Internet".

Most interestingly, one of the eager helpers assured me that this wonderous stuff would dissolve in any liquid whatsoever, hot or cold, which I thought a possibly useful property.