alt Hacker NewsIMO, they, like many other companies, were doomed by the constant chase for growth. Once they had a large share of "have a milk-coffee drink in a nice lounge" market, growth slowed. But having a large market share, good margins and growth that is the same as population/gdp (+/-) is just not acceptable.
So they try to find a way to get more growth, even if it changes and perhaps kills what the business was.
There's more to the story than that.
Around 2000 the founder stepped away, and MBAs brought in automated machines. They were more efficient and consistent at making the drinks than the baristas, and business tanked. The founder came back in 2008, got rid of the machines, and brought the baristas back. Business took off again.
It really is the experience that is being sold.