Schultz here is identifying something subtler than mere customer satisfaction—he's describing loyalty as a *moral alignment* rather than a transactional one. When Starbucks positions itself around fair trade sourcing or community gathering spaces, it's not just selling coffee; it's inviting customers into a shared philosophy. The genius is that people will actually pay premium prices and forgive occasional missteps if they feel the company's soul matches theirs, whereas a competitor offering identical coffee at lower cost remains invisible to them. Watch how Apple customers defend their brand choices with an almost religious fervor—they're not really defending the product, they're defending their choice to align with what Apple claims to represent.