Starbucks & Coffee

In WSJ (sub req) Starbucks' Chairman Schultz said "Starbucks isn't an entertainment company," But "we want to have an entertainment strategy that supports the foundation of the coffee experience that our customers have come to expect and enjoy."

Ottomans were experts on this concept.

We should also take lessons from Starbucks and make online search experience (specifically for scientific and technical content) more "fun" and enjoyable.