Actually, as much as I dislike the coffee at Starbucks, I have to give credit to the CEO, Howard Schultz, for making the American public aware of espresso drinks. Pre-Starbucks, almost no one knew what an "expresso" was and they surely weren't going to pay 3 dollars and change for a cup of coffee. He has opened the door for independents with a focus on quality and service to be able to be successful in other than major urban centers. The key for the independent is recognizing espresso as a culinary art and giving it the attention to detail that it requires. Super-auto machines, espresso pods, and scalded milk aren't gonna cut it.