Starbucks just doesn't get it

Starbucks announced that in return for signing up for their rewards program and/or purchasing a $5 gift card, its customers will have 2 free hours of AT&T wifi. Am I missing something here? I do a ton of traveling for work, and I never go to Starbucks because the internet is not free. If I am in between appointments, I scour the city for a Panera Bread because I know they have free wifi at all their stores where I can catch up on my email. What I can't understand is why doesn't Starbucks do what every other coffee shop does and offer ABSOLUTELY FREE WIFI. This is a major reason that sales type businessmen like me do not go to Starbucks. I really can't fathom why this is such a difficult concept for them to grasp.