I like it. It's come a long way. This move toward simplicity is a good road to follow.
I was in a Starbucks the other day, a newer one fresh off a holiday remodel, and the barista there told me that the new model stores will be part of broader templates -- so each Starbucks store will be more unique, with an eye on taking on more of the feel of the neighborhood it's in. Absolutely rings true to the Starbucks "third place" mantra.
I can't help but feel that dropping coffee from the name is a bit like Apple dropping computer. It was bound to happen, I guess, but seems like it makes it harder to shake the image of being an average purveyor when you start doing so much more than just coffee. Good news for the independents, likely.