> Why is Starbucks (a well known brand) getting a personal post written by Jack, when Square's "goal" is to promote and help small businesses?

Maybe the 25 million Starbucks invested in Square?

Meant to up vote on mobile and hit down instead, sorry. Someone balance it for me?

They want to be loud because having Starbucks on board both as a customer and investor is a strong vote of confidence for Square. They want prospective customers and existing customers to know that.

Right - And as a potential customer, I now think: "Oh, square has Starbucks' processing, they probably won't go out of business under me, so I can have one less worry".

It's not a zero sum game. As more mainstream consumers learn about and start using Square, it will undoubtedly give a great boost to small businesses using Square as well.

Square just finished a round of venture funding, but by getting Starbucks as a long-term client means they have a consistent revenue against which they can secure credit, i.e. the owners do not need to further dilute their shares to obtain funding if they can prove to banks that they have income, thus making it easier to secure a loan.