[archemike_]

There is no need to sell the milky, creamy, calorie shotgun of a drink, the majority of demand is for these. In fact Starbucks built an empire off of it(well validated) and whoever competes with Starbucks should have a comparable product.

I also agree with your trending statement with support from the rise of things like BulletProof Coffee(with grass fed butter) and high end pure coffee options which are growing in popularity versus the espresso + tons of sugar/cream/etc toppings.