Yes, I agree but, most italian people do not drink cappuccino afternoon. They usually drink essperso, but I understand that this concept is relate with tourists. But in the end you never feel culture of any coutry if your only aim in Rome will be to get in Starbuck becouse you want drink your most likly coffe.
I think that Starbucks could win in Italy. No in a caffe category but in service (free wi-fi, etc). But also normaly italian peoples want from barista somthings more (they treat them like: mom) so in this category Starbuck do not win. Even when they introduce this silly "What's my Sturbuck name". The are Corp, not small family caffe bar and they have to aceept this.
From the latest Tonight Show (paraphrased): "When Domino's opened their first shop in Italy, they've introduced to the Italians something they didn't know yet: disappointment"
Also, Starbucks may not be for the locals, but have you ever tried to buy a cappuccino-to-go in Rome in the afternoon?