Starbucks has announced yet another reusable cup pilot program, and they promise that, yes, this time, it will be different.

Brands like Starbucks and McDonald’s conducting small tests of reusable and returnable cup programs with much fanfare and no follow-up are practically a meme, at least on Dieline’s Slack. A cynical view would be that these pilots are more about the kickoff press release and greenwashing tactic than substantive progress toward a feasible, scalable, returnable/reusable cup program, especially since brands rarely detail updates, future steps, or learnings from these pilots.