Starbucks, purveyor of coffee-flavored water, builder of coffee-scented corner stores and shelter for no coffee drinking Wi-Fi leeches, has a new shtick: a premium gift card. It’s made of steel! It’s ‘specially etched’! And it’s a super, limited edition that inanely costs $US450.
The gift card itself costs $US50 to make, the other $US400 will be loaded as Starbucks credit and can only be bought on Gilt. I guess Starbucks people go to Starbucks enough that the $US400 will manifest destiny itself in the caffeinated brown liquid but damn if this isn’t some elitist craziness. The card, which will surely make its owners feel good about themselves, comes with “with gold-level Starbucks card membership benefits, such as gifts and freebie refills on brewed coffee and tea.”
Jason Goldberger, executive vice president at Gilt.com, told the USA Today it’s all about exclusivity:
“When you’re waiting in line at Starbucks, the next person in line won’t have it.”
Ugh. [USA Today]