Starbucks

Ever wonder why all of the tables are round in Starbucks? (Well I guess they've added some normal square tables at a few hot campus locations). Purposely, so solo coffee drinkers can enjoy sitting at a table that has no “empty seats.” It’s not just coffee — it’s psychology. The language is even intentionally developed to add a sense of sophistication and to get consumers always thinking in Starbucks-ese, so that customers will feel out of place at other coffeehouses.

(via Michael R. Mantell, Ph.D.)