There’s a point in every Star Wars film when the good guy inevitably turns to his buddies and says, “I’ve got a bad feeling about this,” right before all the big explosions begin.

One can only imagine that is what Nescafe was thinking when they saw Starbucks’ VIA instant coffee mix arrive in Chicago, Seattle and London. After all, Nescafe is nearly synonymous with instant coffee.

So, what is Starbucks thinking?