Um, fail? (It took me a good hour to figure out that the first punch--the only one most people will ever get--must have obscured the word "so", which makes the advertising message only a little less nonsensical. A crime against coffee is one thing, but this is simply a crime against language and reason. Is this punch card a national promotion? "Taking coffee so seriously" isn't a viable business proposition in Wisconsin, unless there is another line of business generating plenty of revenue to subsidize it.