The advertisemtn shown here is so nonsensical to me. "100% barista. 0% attitude."? How often do you get too much attitude from a barista. Sure, everyone gets bad or rude service somewhere. But I can count on the fingers of one hand all the times I've been mistreated by coffee shop counter help.
Reasons are various. Starbucks seems to have an impressive training program, but I've generally been pleased with the level of service at smaller chains and independents too. Part of it, of course, is that baristas are dependent on tips and don't want to alienate tippers. But also the nature of the job is that it's a social exchange. People whose exchanges with customers tend toward the negative don't last long.
I suppose it might be true that if you got a machine, even a Yuppiestein like this one, you could save money by not going out for espresso anymore. But I'd submit that the hanging-out opportunity makes the shops a net positive.
No, I think I know the target demographic here. It's people who have such a high need for deference that any human behavior at all on the part of those serving them seems like an imposition. Meet America's aristocracy, and those who aspire toward it.