Professor Bryant Simon is the author of "Everything But the Coffee: Learning About America From Starbucks" (University of California Press, 2009). He presented his key findings to the class and summarizes them here. Studying Starbucks reveals essential truths about what its customers, who represented a large cross-section of the American middle-class, cared about and desired. Moreover, it reveals something about the nature of buying in everyday America.(Contains 10 notes.)