(FORTUNE Magazine) – Last year, Starbucks Chairman Howard Schultz generally befuddled investors with promises of an Internet strategy for the coffee retailer and uber-lifestyle brand.

In a now infamous conference call with analysts last July, Schultz waxed eloquent about the Web, when what analysts wanted to talk about was Starbucks' earnings shortfall. The market quickly told Schultz that all his Net plans plus a buck fifty might buy him an espresso. But Schultz was undeterred as Starbucks invested last year in dot-coms like Living.com and TalkCity.

Now it looks as if Schultz finally has a solid Net strategy. In February, Starbucks announced that bike goodie-delivery service Kozmo.com would pay the coffee giant $150 million over five years to advertise in its stores and install boxes to return videotapes rented from Kozmo.

Schultz may not have persuaded anybody that Starbucks should spend millions on the Net, but he pulled off a neater trick. He persuaded the Net to spend millions on Starbucks.

--Mark Gimein