A conversation between two of my characters about a coffee shop:

What is that awful sound?
Why I believe it’s the interior of a Starbucks Coffee shop.
What is that?
It’s a place where people in the future go to buy overpriced coffee.
What is coffee?
It’s a drink made with the beans of a mountainous berry.
Why is it overpriced?
Well it costs a lot more than other coffees.
No, I mean, why do people pay more for it?
Well there’s this thing called branding—which has always existed—but it won’t be known by that term until the 21st century.
What century are we in?
The 14th.
Oh good, so in 700 years, people will drink overpriced berry drinks in loud rooms because of branding.
Yes, that is correct.