There seems to be quite a bit of negativity in the thread about the Brewery's action. Some adorable holding up of the idea that it's unfair or unethical to violate Starbuck's trademark and then flip the reaction to one's advantage.

I think that's complete bullshit. I also think the fact that people have been conditioned to think that way is a big part of the reason why there's such an enormous and growing wealth and power divide in the world today.

There aren't ethics in a vacuum, and (despite some pretty interesting legal decisions here in the US lately) Starbucks isn't a person. It isn't even a bunch of people. It's an emergent super-organism that coldly evaluates actions and their consequences against a consumer market.

I promise you that if the consequence-computer told them they could name a coffee after some small brewery and turn a profit from the reaction (regardless of the law), they would do it. Of course they would!

There are no ethics in a vacuum. Applying an ethical framework when dealing with an organization this large is silly and puts you at a disadvantage. There are laws and consequences. In this case, the C&D is a very affordable consequence and the small business owner leveraged the entire situation to his advantage. Good for him.