It looks like Starbucks is embarking on a well-meaning but slightly cringe-inducing attempt to bring some peace, love, and understanding to race relations in the United States. It's called #RaceTogether—because, I guess, we're all racing together, and um, wordplay. As Fortune reported Monday, CEO Howard Schultz is encouraging the company's baristas to write said slogan on the sides of coffee cups. If customers inquire about what #RaceTogether means, he says they should strike up a conversation about American racial inequality.