Man, some of you folks are killing me. I shudder to think how the the tone of this thread would be different if you were talking about wine.
Starbucks names are not pretentious. There, I said it.
The venti crappucino is no more pretentious than any rebranding of a commonplace, easily substitutable product and selling it at higher cost. How many brands of wacky “vitamin water” and “detox” tea products are on the market now?
Do they all have retarded names? Pretty much. If their names were commonplace, people would pay commonplace prices for them. “Water” is typically free. “Vitamin water”, boiled water with a few micrograms of ascorbic acid and salt, is $2.00. Obviously, this is successful marketing.
What is truly pretentious is believing that unless a coffee product had a frou-frou Italianate name, it could not be good coffee. I do not think anyone is suggesting that here.
I am am unrepentant coffee enthusiast. I spent days looking for the single best cup of coffee in Rome (and I am confident that I found it). I take the temperature of the water and use a digital scale to measure my ingredients. The difference in flavor and texture between Sulawesi and Pacific coast Colombian coffee does not usually elude me in blind taste tests, though I have a long, long way to go before I master coffee. Like I said, I am just an enthusiast, barely proficient.
So I have absolutely no fucking clue how anyone can call a bland, overpriced, mass-marketed, and fundamentally pedestrian product as Starbucks coffee pretentious on account of its mildly stupid names. Starbucks coffee really does not pretend to be anything other than it is: a quick service beverage for people who do not care all that much about what they drink.
I don’t mean to make any value judgments here: we do not have time enough in our lives to master every little thing that we do, especially something so fundamentally impractical as coffee. But let’s try to think a little more clearly on what is and what isn’t pretentious.
Incidentally, a caffe latte in North America and a caffè e latte in Italy are completely different things.