Taste Testing Via

I look at instant coffee the way children look at Castor oil or being sick in the summertime: an unnecessary evil that should be abolished with the full weight of the law. But I was intrigued when I learned that Starbucks released their particular brand of instants. I had to know what they were thinking.
The full name is Starbucks Via Ready Brew Instant Coffee, and it is available at any company franchise where they serve real coffee. On a week night, I stopped by, bought two 3-shot packets, and left the café without making eye contact.
So, how did it turn out? I started with the Italian Roast (Extra Bold). After a very small breakfast, and only with a little sugar to top it off, I tried it. Not too bad. It was a little weaker than the store's own urn-ready drink, but quaffable. It was light - a little like Taster's Choice, but not too close - and the finish was not overwhelming. Nothing sharp or bold about that one (six spoons out of ten).
Then there was the Columbia (Medium). After a small dinner, and no extra sugar, I tried this one straight up. It had a good taste and real body to it. Of course, there was some tartness (especially in the aftertaste), but it worked for me. It brought back just how Colombian coffee should taste - even without self-ground beans and a cafetiere - and I would not avoid another shot late at night as I try to finish a blog after a very long delay between entries (eight cups out of ten).
I wonder if this trend will pick up and become standard practice with the big chains. Instant Second Cup brands? Instant Dunkin' Donuts (would anyone notice)? If they can put out their own Colombian mixes, I will take them out for a run.
One last note: Inside the packet, I noticed that the Columbia is described as a Red Eye Flight and that the Italian Roast is Business Trip. Fair enough, if you had to take a brief puddle jump over an exhausting long haul.
And now, something else to drink...