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@mooks
In the Guardian yesterday (page 22 if anyone still has the print version), Starbucks claimed to have developed an instant coffee that's indistinguishable from 'proper' coffee. Called 'Via Ready Brew' - apparently their chief exec personally acknowledged that the move would be labelled (and I quote) "insane" or "desperate".
Personally I don't see that they're doing anything but making a cynical attempt to monopolise the instant market. I don't think for one second it'll ever taste as good, but hey...