[omowasu]

Ugh... it seems like a major step down to sell instant coffee. I am not aware of any way that the fats/oils in brewed coffee can remain fresh through the instant coffee process (which is to brew the coffee and remove the water, leaving dried coffee mass)...

Unless Starbucks is actually using a superfine grind similar to Turkish coffee and nitrogen packing it? Of course, it would then be called Turkish coffee and not Via.

Instant coffee and Turkish style coffee are not "transformational", nor are they innovative. They have already been done hundreds of times over. And anyone who wants a quick Starbucks fix can always grab one of their other several portable coffee options...