You may not like Starbucks coffee, it's not my favorite (that was kind of the point) -- but I'll go there over other choices because of the free wifi. It's funny because I have other choices because I have Verizon Mifi. And the freeness of Starbucks shouldn't matter either because until recently I had AT&T Internet service (at the house in Berkeley) and therefore Starbucks wifi was always free, for me.
There's a funny thing that happens, maybe some psychologists can explain, when something is free for everyone -- that makes it more valuable for you, even if you don't really care if it's free.
Anyway, some free advice for Au Bon Pain and all the pizza joints near the Starbucks on Astor Place, figure out how you can provide free wifi too. I bet it's going to make a diff in your business, pretty soon. It'll be like offering your customers a free glass of water if they ask for one.
Follow up to the 
