Starbucks made an announcement pledging to do its part to save the world. The coffee chain, with 31,000 stores worldwide, will “encourage” customers to opt for dairy alternatives rather than cow’s milk to accent their over-priced beverages. I explain why Starbucks chose milk as its sacrificial cow (because the industry won’t fight back), and the coffee company’s real motivation (hint, it’s money). We also discuss the reality that this move will be replicated by other large companies as they see how well the environmental smoke screen worked for Starbucks. Grab a coffee and enjoy this talk!