The joke isn't that he's making fun of Starbucks. The joke is that Nathan Fielder (or more accurately, the character he's playing) is so naïve that he thinks th

The joke isn't that he's making fun of Starbucks. The joke is that Nathan Fielder (or more accurately, the character he's playing) is so naïve that he thinks that the "Dumb Starbucks" plan will actually work. His character is supposed to be the dryest, least-witty person on the planet. He takes everything seriously, and when he does say something funny, it's funnier because he seemingly doesn't realize it. If it was funny, it would ruin the joke.