The sticker on every Starbucks hot breakfast wrap or sandwich you buy reads: "Great coffee deserves great food."

I understand their marketing spin. Right now, Starbucks is doing a clean water initiative: with each purchase of their Ethos branded bottled water, a little bit of money goes to clean water projects. (Or, you could save up some of that latte money and just make a donation to Partners in Health, which does wonderful clean-water projects, including several of our Gifts That Give More™. Bonus: No horrible plastic bottles cluttering up anything!)

Starbucks' Ethos bottled water marketing has the spin "Because Noel and his family deserve clean water." (Really? How did Starbucks make that determination, I wonder? Did Noel and his family pass some moral test devised by Starbucks, a test which other, lesser families failed? No, seriously, I understand why they phrase it that way -- it just bothers me.)

Anyway, it makes sense for Starbucks to continue this "deserving"  theme throughout other pieces of their marketing. I do understand that.

And it's subtle enough that you might not be bothered by it. But it bugs the heck out of me.