Hoping to capitalize on Starbucks Corp.’s aggressive trademark-enforcement tactics, a book author is waiting for a cease-and-desist letter that may never come. Is the coffee giant looking to soften its saber-rattling image? Reuters

Starbucks Corp. (NASDAQ:SBUX) and Arizona State University said Monday they are forming a program to pay for college tuition for the company’s workers taking courses online.

The two said the plan, called the Starbucks College Achievement Plan, will be available for any Starbucks employee who works at least 20 hour per week.

According to the company and the school, “Partners admitted to ASU as a junior or senior will earn full tuition reimbursement for each semester of full-time coursework they complete toward a bachelor’s degree. Freshmen and sophomores will be eligible for a partial tuition scholarship and need-based financial aid for two years of full-time study. Partners will have no commitment to remain at the company past graduation.”