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Yet Coors has learned. It leaves its name off of its currently hot Blue Moon Belgian-style beer, and gullible folks lap it up not knowing its real source.

Jim Quinn
Kansas City, Missouri

In your article, you touched on the Stepford wife of ice cream, a company that embodies everything I find contemptuous in modern business: Cold Stone Creamery. It is, technically, my competitor, but that doesn't matter. Two summers ago, Cold Stone opened literally across the street from one of my J.P. Licks shops in Newton Center, Massachusetts. Our sales haven't dropped a bit.

Cold Stone has committed a far more grievous sin than Wal-Mart with its greeters, because ice cream borders on being subconsciously sacred in our society. Its auditions for prospective employees show that its sincerity, passion, and enthusiasm are nothing more than a theatrical presentation and a fraud.

Vince Petryk
Boston, Massachusetts

Spokesperson Kevin Donnellan of Cold Stone Creamery responds:
"Folks are voting with their wallets and continue to engage in what we call 'our entertainment factor' to the tune of nearly $500 million in systemwide sales for 2006. In a short time frame, we have gone from an unknown concept in one Tempe, Arizona, store to 1,400 stores nationwide, with outlets as far away as Japan."

Jet Blues

I read with amusement Chuck Salter's story about JetBlue's redemption ("Lessons From the Tarmac," May). He infers consumers are already forgiving JetBlue because it had connected so deeply with passengers. To the contrary, customers did express outrage, distrust, and a general sense that the brand's soul was only veneer-deep. JetBlue's crisis exposed example after example of other, far less dire moments where it failed to deliver humanity in flying.

J. Elias Portnoy
Los Angeles, California

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