Starbucks is a billion dollar company with a HUGE business inertia. They have exceptional busines intelligence in their supply chain, services, etc...

Their adoption of square speaks nothing of the competition in the not-starbucks market.

Just because starbucks is using square does not mean that it is the right fit for an organization that is miniscule by comparison. Where the company is so small they need to rely on the services of someone like this to augment their capability where they do not have the staff/resource/savvy....

Nobody is saying squares app is crap. We are saying that "business in a box" is pure marketing fluff and is meaningless.

I am saying that your starbucks example is exceptionally weak to say that "square won" this category.