Something, as the article notes, that Starbucks did years ago.
And so Tim Hortons slowly adopts the manner of the gay, city coffee. Because when I was a lad no man would think to use a sleeve with their morning Timmy's. The blistered fingers were part of the rustic, every-guy charm. Also, the pain distracted you from how crap the stuff really tasted. So I don't know how sales will do now that people will notice the flavor.
But whatever, Things are changing fast these days and not all change is good change. That's the point of the story.