I just finished reading this article from TIME Magazine about some of the business decisions that Starbucks faces as they balance holding on to their identity as a place where you can get “handcrafted” coffee drinks while trying to fulfill their purpose as a money making organization. The article does a great job of illustrating how automation and efficiency can be in direct conflict with asthetic and authenticity. It sounds like Starbucks is trying to strike a ballance between selling as much product to as many people as quickly as possible and yet keeping the brand from being equated with fast food companies like McDonalds.
In my job I have often come across a similar scenario where we try to create a very well planned and executed church service but want it to also be a weekly event that is authentic and elicits community participation instead of being a well crafted presentation. Sometimes we have to struggle over questions of style, personal preferences, creativity, and quality (among other things). One way that you can successfully navigate these questions is if you clearly define your identity and purpose, and finding the right balance between the two when they become at odds with each other.