Jon Wilkins, an evolutionary biologist, considers why megachains like Starbucks offer customers unlimited free Wi-Fi (after offering limited access in the past), and if it'd be smart for local, independent shops to consider offering the same amenities (yes, he says).

My business was working okay from home, save for the razor sharp misplaced clippers that would often end up in my bed. Why would I sacrifice my meager profits for a space that would, in the long run, reap me no more business than I could get at home?