What do you think of Starbucks Reserve?

Starbucks is already considered expensive by the vast majority, with their smallest holiday drink coming around $4. And while that may not seem like a lot, spending a minimum of $4 on coffee everyday adds up to a large sum over time.

Schultz, however, has recently stepped down as Starbucks CEO to develop a more expensive and more upscale Starbucks brand: Starbucks Reserve. He plans to aid in the building of 1,000 small stores under the Reserve brand, the logo being a gold start with the letter "R," and charge customers atleast $12 a cup for coffee brewed by various methods and the best baristas.

Do you think this is a good idea? Will the Reserve brand prove to be successful?