So "small", "medium", and "large" become "tall", "grande", and "vente". So the "small" is "tall" (which, last time I checked, is sort of like something that's true, only the opposite). And the rest is Italian.
So a word that Italians devised to make fun of Americans, which suggests that Americans drink a watered-down version of espresso and call it "coffee", is given a sophisticated-sounding Italian name, "Americano", so that
Starbucks can sell watered-down espresso and people think it's sophisticated and Italian.
So
Starbucks somehow made it possible for an individual to spout a sequence of upwards of 12 made-up nouns and adjectives and somehow, 8 minutes and $12 later, a drink that may possibly contain some traces of caffeine but would not, by any objective standard, qualify as coffee (or belonging to the coffee family) shows up on the counter, and you leave
Starbucks, sipping, satisfied, on your
Vente Non-Fat Double Iced Mint Mochaccino With Whipped Cream, being sure to voice to the nearest individual willing to listen how much you love coffee, how much you couldn't live without coffee, and you thank god for
Starbucks, because, let's face it, it sounds better, classier, and more socially acceptable than saying how much you love and thank god for
Dairy Queen.
Mmmmm...ice cream. Classy, classy ice cream.