Under the new Starbucks Rewards program, you get two stars for every dollar you spend at Starbucks, and you normally need 300 stars to claim Gold status. With Gold Membership, you get a reward like free food or a free drink with every 125 stars earned, and you get monthly "Double Star Days," as in days when a purchase will be worth double the usual number of stars. In addition, you get all the perks of normal, not-yet-Gold members like free drinks on your birthday and free in-store refills.
Sure, this whole Gold-in-a-day thing might be a way of taking the focus off customer concerns with the new program. But hey, free stuff is free stuff, and everyone likes free stuff.