Now of course, I have no cause to go to Starbucks, although I can happily admit to shoving a Royale with Cheese into my gob after a particularly frivolous night out.

But I did go this morning, after seeing a Facebook post by a colleague of mine pointing out what Starbucks’ newest “Red Cup” looks like. For those unfamiliar: one of Starbucks’ greatest marketing gimmicks is changing the colour of their cups from white to red every Christmas. I myself remember excitedly declaring to an ex-girlfriend how red cups heralded the beginning of Christmas (sorry, Peter Hitchens).

Yes, I was, as most people are, seduced by modern, mass-marketing, which has trounced traditionalism and replaced it with corporate logos and non-threatening jingles. And today I returned to my old, caffeinated Mecca (and the crowds made it feel like I was on the Hajj, too).

And what I found was deeply disappointing to 17-year-old, macchiato-chugging me. The Red Cups (do I need a trademark symbol after that?) are now an anti-Christmas symbol, with Starbucks declaring their formerly Christmassy cups to be “holiday beverages” and shedding any sign of Christmas from them.

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I asked Starbucks why, but they just sent me a “factsheet” with their latest flavours and a link to their website where they’ve talked about wanting “to usher in the holidays with a purity of design that welcomes all of our stories.”

“We’re embracing the simplicity and the quietness of it. It’s [a] more open way to usher in the holiday,” said their CEO.

You can see what’s going on here. More open? You mean, you’re trying not to “offend” anyone.

Frankly, the only thing that can redeem them from this whitewashing of Christmas is to print Bible verses on their cups next year.

Not that I’d buy their burnt coffee anyway. And certainly not while they keep spelling my name “Ragih” (right) on their cups.

“But Ragih,” I hear you say. “Why do you care about what Starbucks is doing anyway? It’s crap coffee and none of us buy it.”

Sure, but plenty of people do. And subliminally, they’re being told/reminded that this time of the year is no longer about Christmas. It’s about the colour red, or something. It’s a “holiday season”. Don’t say Merry Christmas. It’s offensive.

And no, I’m not “reading too much into it”. This is happening. And it’s as disgusting as an Eggnog Latte.