Starbucks re-brand: a change for the better or worse?

Starbucks has changed quite a bit over the past few months. From offering paid WiFi service at their locations to offering free access that only requires the user to agree to their Terms of Use. They have also gone in a completely different direction with their "Starbucks Digital Network" (pictured below), that now offers free and paid digital content (music, ebooks, etc)...

Original article was posted by me on Threefifty Neuromarketing Blog.

...and now, what seems to be the biggest and most drastic change, their identity:

You can find their big spiel about the "Next Chapter" of here. I don't mind the change at all, in fact I think it's a change in the right direction. They are trying to create an "icon" of recognition with their new logo, just like MacDonald's has done with the "Golden Arches." However, I'm not sure how many of their customers, and people in general, will immediately make the connection between their old logo and their new one with the words "Starbucks" now absent. Heck, how many of them even knew that it was a Siren all along?!

Let's hear your thoughts and predictions on the re-brand!