Well, it seems that the cafe at The Forum has finally caught up with the rest of the Starbucks chain and have started the annoying practice of demanding your identity to label your cup with. To set the record straight, the cafe itself is not actually a Starbucks . It is run by Food Hertfordshire , a wholly owned subsidiary of the university, but they make use of Starbucks' mugs, cups, coffees and advertising, presumably to justify the prices. My guess is that as part of this agreement, they have to follow certain guidelines. From a business perspective, I can understand the desire to get the right drink to the right customer, but having such a common name myself, I would be more likely to get the right drink if they just named it. Assuming they get it right in the first place .