In contemporary society, the coffeehouse has been transformed into a coffee shop functioning as a retail outlet. The paraphenalia exhibited in the image on the left is intended less for use inside the coffee shop, as for purchase. The shelves and counters are filled with carefully placed coffee cups, coffee pots, coffee makers, bags of coffee beans, and boxes of tea, which are all arranged according to marketing strategies to encourage purchasing. The coffee cups for sale in this photo represent the range of cups currently available on the market. Here one sees a variance on the blue mug of my object analysis, and varieties of transportable cups. The prominent displaying of these objects emphasizes the importance of the coffee cup in the coffee ritual.