The 1,000-word Wall Street Journal general news story about how important Starbucks Pumpkin Spice Latte is.

This is news. Big news.

Wow. So, apparently there were snarls in the deliveries and a few random Starbucks stores ran out of the Pumpkin Spice Latte mix. (Actually, I’ve seen a few disappointed Latte-seekers with my own eyes, and upon learning of the shortage they do appear mildly vexed and, in some cases, crestfallen.)

BUT ACCORDING TO THE INTERNET IT IS THE WORST #FIRSTWORLDPROBLEM SINCE oh, what. I don’t know. That occasional “purple haze” flare on certain smart phone cameras. That might be a worse problem.

That is the power of a brand. To so dismay customers trying to throw money at a limited time offer that you inspire a really long WSJ report.

No wonder there are iPads in certain McDonald’s, as The House of The Bewigged Clown tries to class the place up to lure people from Panera and The House of Schultz.

And you can’t consult the internet without finding a reference to Taco Bell’s Cantina Bell serving Chipotle notice, presumably.

The QSR chains are chasing the casual dines.

The casual dines can’t keep the Pumpkin Lattes coming fast enough.

It’s an interesting time to be alive. In the first world.