If I was inline at Starbucks, ordered one small coffee and the cashier said people were paying for the person behind them, I'd decline. Sorry, that whole pay it forward gimmick in this type of situation is just basically free advertising-it made the news! With my luck, the person behind me would have a check 5x what mine would be. I'd rather give the money to someone who needs the money more than someone getting their daily java fix at Starbucks. I think the whole idea loses it's concept when it's "expected" anyway.