What is happening to Starbucks?

I've come to realize that not all coffee is smart coffee, and this Sumatra is just a poorly roasted coffee. It's not oily enough to hit as dark a roast as they're trying to hit here, and the result is a bitter, dry, slightly burnt plastic smelling roast.

What's sadder is that I can identify with the beautiful shape and regularity of the beans that probably as a light roast or full city medium roast, this coffee would have been superb. Even with a good burr grinder, I'm getting two possible grinds with this: the consistency of chickory chips or cocoa powder. Why are you over roasting the coffees, Starbucks? Don't fall for this one, it's a flavorless failure.