To some people, Starbucks represents all that's evil about the global economy. The corporation is ruthless and the branches are interchangeable and ubiquitous. However, one can understand the enmity while still appreciating the product. The beverage they sell is still the equal if not superior to that of any other coffee vendor, and in Japan, at least, it's the only coffee shop chain that guarantees a totally smoke-free environment.
Starbucks' brand image is based on snobbery to a certain extent, which is quite an accomplishment given how their establishments are literally everywhere. Much of this exclusivity is based on the idea that each frappucino or latte or mocha is special and hand-made. That exclusivity, however, has now been undermined with Starbucks' One More Coffee policy.
If you buy a Coffee of the Day, in any size, you can receive a refill, either hot or cold, of the same size for only ¥100. All you have to do is show the cashier your receipt for the first coffee. Though Starbucks has had a free refill policy in the U.S. for a while now, in Japan it has always been more limited. The One More Coffee deal was first offered from January to April on an experimental basis, and then last summer for a limited time, probably to counter the McDonald's threat.