On a recent trip to Chicago I dropped into Starbucks for a coffee just an Espresso – In front of me was someone that ordered a Grande Cinammon Dolce Latte with Sugar free Buttery Brown flavoured syrup, non-fatwhipped cream and sprinkles…arghhh, ONLY IN AMERICA!

Anyhow that is not the point of this article. As I was queuing I noticed some leaflets and picked one up. I was drawn to the Starbucks Digital Networks with the offer of FREE Premium Content – In partnership with Yahoo! A Cafeteria that offers expensive flamboyant coffee mixtures, cakes and sandwiches is now offering Digital Entertainment! In Norway its the Pizza chain, and so it goes. What once was the premise of the Broadcasters and Operators is now being fragmented, spread and diluted. Is this the right way to go? Only Time will tell