Is good "instant coffee" no longer an oxymoron?

Starbucks has released their new patented Starbucks VIA™ Ready Brew instant coffee. Their claim is that because of their new process and the use of 100% arabica coffee beans instant coffee does not have to be bland and lifeless. Sales of instant coffee nose dived in the 1980's because of a continuing decrease in quality and a changing in coffee drinking habits. I remain a skeptic but perhaps Starbucks can buck that trend.

Howard Schultz, current Starbucks CEO, told the Wall Street Journal that he has secretly being serving the instant coffee to guests in his home. Whether or not guests continue coming to this home despite of this has yet to be seen.