Small chains such as Vancouver-based Caffé Artigiano are winning customers in the high-end coffee market that Starbucks brought to the masses. Bryant Simon, a history professor at Temple and author of Everything but the Coffee, a book on American culture and Starbucks, says the pressure on the Seattle chain will intensify. "In the 1990s and early 2000s, Starbucks seeded the demand for upscale coffee…But when it's everywhere, there's no distinction any more."