ertainly, conversations with baristas at Starbucks are formidable for many. Formulating the order correctly, even if not asking for a chimerical non-fat coffee, can be daunting.3 Of course, any customer anywhere, when making a request, must do so in such a way that the referent (the good or service desired) is specifically and differentially picked out from all the other potential referents in the contextual field, a pragmatic problem of ‘successful reference’ (e.g. Lyons, 1977, p. 177). At Starbucks, however, the field of potential referents numbers into many thousands. A referring expression that would get one coffee at a restaurant will only identify the taxonomic field at Starbucks (compare Schegloff (1971) for a classic treatment of the same problem with respect to ‘formulating place’). At the same time, Starbucks drinks, affordable luxuries, are relatively prestigious quotidian commodities whose consumption confers prestige on the consumer (see Roseberry (1996) for a political economic backdrop to the emergence of ‘Yuppie coffee’)