I actually have liked Starbucks Columbian, would buy it in the store, but stopped buying 6 months ago, preferring Gevalia Columbian. I was in the grocery store last night, noticed that most coffees were on sale, but Starbucks was higher than everybody else, $9.69, which is just crazy. The others may be jumping in to expand market share, and steal customers who are just a tad soured, but with a price drop, more motivated to switch.