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In July, mobile-app consultant Jonathan Stark decided to buy coffee for the Internet. Or at least, he put his Starbucks mobile-app code online—essentially a virtual gift card, loaded with $30—just to see what would happen. (You can pay at a Starbucks register by having the code scanned from your smartphone.) Well, the experiment took off, and people have been using the card—depleting it and loading more money onto it—ever since, in a kind of Web-enabled "Take a penny, leave a penny" dynamic.
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