The phone rings, she shakes her head free of coffee lust and jogs to the phone, rubbing her slightly oily fingers on her apron. "Hello, Sweet as Love. This is Catherine"
"Hi, Catherine, it’s Tim, from Angelina’s." Angelina’s had been a huge boost to her business a year ago when Tim, a manager there, suggested Sweet As Love deliver all the coffee for their 3 restaurants.
"Hi Tim! How can I help you?"
"Well, unfortunately I need to cancel our weekly order."
The word cancel took the air out of her chest. "Really? Is everything OK?"
"Yeah, yeah, I think we just reached a point where we needed, well, different service."
"Oh, alright. But, do you mind if I ask what kind of service?"
"Well, you know, sometimes we need special orders fulfilled quickly. Java Jim’s website let’s us place an order any time, and it’s delivered within a few hours. We realized it would be easier to get all our coffee there."
Catherine remembered, wincing, all the times she played phone tag with him to get the orders delivered. "Oh, sure, OK. Well, thanks for all your business, I appreciate it."

"Java Jim’s. That is such a dumbass name." She pulled up the website. "Damn, this thing is ugly." But she sees the shopping cart icon, and understands how millions in books, music, clothes, gardening tools, a whole lot of other things pass through that 10 by 10 catalyst of consumer lust. The business reality of it all sets it, deep. Immediately her competitive instinct kicks in.

"Let’s just analyze this for a minute…" She grabs an envelope at hand and starts scribbling…