What's with the fake familiarity running rampant in retail businesses now? I visited a Starbucks today - no they don't fall into my coffee to long for list, but they're ubiquitous and consistent. Remind me to tell you about Peregrine Espresso in DC. They do.

So, upon ordering, I was asked for a name for the order. "Umm, uhh, Jack," I stuttered out. Jack? Jack's not my name. It's my son's name. But, I panicked. I've never been much of a test taker.

The results were awkward. Beginning with, "Thank you, Jack," Oh, wait, you wanted my name so you could use it? I thought you just wanted a name for the order. "Enjoy your day, Jack," echoed off the concrete floors, as I moved over to wait for my order. "Hey, Jack," from the barista, as he pulled the shots. "Your Double Cappuccino is on the bar, Jack." "See you next time, Jack."

Jack, Jack, Jack, Jack, Jack. Geez, which consumer expert convinced them drilling you over and over with your (or your son's) name will result on increased sales?

I suppose it could have been worse. I almost said, "Mortimer."