Starbucks Reusable Cup: A Helpful Hybrid

Starbucks recently announced a $1 reusable cup option for your caffeine fix, in an attempt to reduce the cardboard cup waste resulting from over 98% of their drink sales. They know it's a tough proposition to BYOC - something fragile, expensive, even sentimental - but hope that an impulse buy might be persuasive, especially since it pays for itself over 10 drinks with 10-cent discounts. It's a hybrid between permanent and disposable, where you can reuse it but wouldn't really care if you lost it - the same tack Gladware took to compete with Tupperware. It doesn't last as long, it doesn't cost as much - but it shifts the balance from disposable to reusable, if not all the way to permanent and durable. That shift could help, if people buy into it - and here's hoping they will.
[via Gizmodo, photo from The Parkhurst Group]