The Top People In Tech Are Freaking Out Over Starbucks's $100 Million Purchase Of Their favourite Café

La Boulange de HayesLa Boulange de Hayes. Watch out for hipsters.

Photo: Bay Bread Group

So Starbucks bought some little French bakery in northern California?Oh, non, my friends, non. If you want to understand the living, beating pulse of the tech world today, you must understand the phenomenon that is La Boulange, the 19-café chain that Howard Schultz & Co. just dropped $100 million on.

First, the baked goods: We hear they’re delicious. We’d be all over them if we ate carbs.

The coffee: superb. Coffee snobs like GigaOm’s Om Malik are freaking out that Starbucks is going to ruin it, of course.

The locations: prime real estate if you know the neighborhoods where tech insiders live. For example, precious North Beach won’t let national chains like Starbucks anywhere near. But La Boulange is right there on Columbus Avenue. In Palo Alto, it’s on University Avenue right by the train station. It has a location in Hayes Valley, Web-hipster central.

But don’t take our word for it. Look at how worked up everyone is getting! Over a bakery!

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