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"Just handling it makes you feel really special," said one buyer. "There is no better way to treat yourself," enthused another. "I love this item," wrote a third, adding, "I work hard for my money, and this is my Christmas gift to me." Were these online comments about Rolex's Cellini watch? Or Tiffany & Co.'s Victoria diamond pendant, perhaps?
Hardly. The froth (posted on Starbucks' retail page) was about the coffee chain's limited-edition holiday gift card—a slender slice of stainless steel in three colors, each encrusted with Swarovski crystals.