This is a valid point. I'm sure people would be more up in arms about it if it was Starbucks operating an 'independent' coffee shop and fooling people.
Whilst there's little point debating the OP's opinion when he can just tell us, the reason I thought the OP was siding with Waterstones was because of his comment:
^ That sounded like he was saying people were wrong to think Waterstones were killing independents, because in many cases they're actually buying them and running them as if independents. Could be wrong.
I would suspect that more people use coffee shops than book shops these days, so it would affect them more. My previous comment was tongue in cheek BTW, I love books, and do buy from Waterstones on occasion.Interesting. As the principle is the same why do you conclude that people would care more about a coffee shop - is it down to the reputation of Starbucks in particular?
Fraud by false representation surely.