Debbie Nogawa-Wasman

Everywhere, people are talking about the downturn in the economy and how they are cutting back to make ends meet. But have you stood in line at Starbucks lately? Despite today’s dour economic indicators, people are still forking out up to $4 for their daily dose of java. Multiplied by 30 days, that translates to $120 a month for what is essentially coffee grounds and water! Yet consumers don’t appear to be balking or depriving themselves of what they’ve come to perceive as a necessary indulgence.