The social media team at Starbucks struck me as being fairly social-media-savvy. I have some doubts - or at least a lot of confusion - over why they'd want to shut this down now. The publicity wasn't _that_ negative. It seemed like they stood to gain a lot for it continuing to work out too.
But I suppose we'll never know the true story. Whatever the case, I think it's a sad shame.
(I also hope this doesn't kill Jonathan's spirit.)
I don't think they can, or would want to, kill the idea— I think (assuming it's what happened) they shut down Jonathan's Card, which we know is being actively skimmed, to nip the negative press in the bud, secure in the knowledge that copycat projects will (and already have) swoop in and pick up the torch.
But I suppose we'll never know the true story. Whatever the case, I think it's a sad shame.
(I also hope this doesn't kill Jonathan's spirit.)