What Language Does Starbucks Speak?

When anyone is writing a composition, especially if it is expected to be read by a wide variety of people, the audience should be kept in mind.  I find that a lot of articles and reviews assume a lot about the knowledge of the reader.  For example, names of certain types of coffee in Starbucks. I read an article the other day about how Starbucks has been very popular this year due to new additions and flavors in their menus (keep in mind i do not like coffee so much and so I am hesitant in buying drinks at Starbucks).  Then the author went on to rave about all of these various drinks such as "Espresso Macchiato" and "Mocha Frappuccino".  Now, if i knew what in the world a "Macchiato" was, then i might be more excited to go and buy one.  I feel like this article defeated the purpose of trying to influence new customers to try Starbucks, because the only people to understand what the author was talking about were current Starbucks enthusiasts.  Since he himself was probably an enthusiast, he didn't think to mention what these so called "amazing" drinks consisted of.  Did i not get the memo for how "Starbucks people" speak?