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More information than you could possibly ever want on McDonald's attempt to dethrone Starbucks, a subject which I find perversely interesting. Isn't their coffee competition more like 7-11? Anyway, buy local, the coffee at Intelligentsia is much better. Plus you support the nobility of competition.
Those who are interested in knocking off Starbucks are encouraged to burn the hell out of the beans, if the company's brand tag cloud is any indication. I suspect this has something to do with the American desire for technological intervention in food--there's not a heck of a lot you can do with coffee to ensure customers know that someone has mucked around with the natural flavor, so burning the beans has to suffice.
PS: Here's the tag cloud for that august body we're so passionate about bringing to Chicago, the International Olympic Committee. They should fit right in.