I don't have the new iOS (I still have an iPod Touch second generation), but my understanding was that Apple made it so if you open the passbook file on your phone, the card is automatically added. Isn't that right? That would mean it's not Apple who's making it a pain, it's Starbucks. They could just ask for your email address and mail you the file, or have you log in to their website on your phone and open it from there. Or did I totally misunderstand?