Starbucks is a lot of things. For one, it's universal. If you were feeling a little drowsy in the middle of an inter-planetary mission, you could probably just pull up Google maps and get Siri to find the closest Starbucks so that you could procure a grande, skinny, caramel macchiato somewhere on Venus.
Starbucks is also so universally recognizable that it doesn't even need to call itself "Starbucks" anymore. It's like Prince, except without the phallic guitar and the blouses.
And, now, Starbucks is officially too famous for its own good. A new coffee shop has popped up in Los Angeles' Los Feliz neighborhood and it's called "Dumb Starbucks." Essentially, the place looks, feels and smells like a Starbucks, except everything says "dumb" in front of it.
You can order a "dumb espresso" or a "dumb Frappuccino." The front of the building says "Dumb Starbucks." Basically, someone decided to use the fair use exemption to trademark law to swipe everything recognizable about The Coffee Shop Formerly Known as Starbucks without actually infringing on the trademark.