What do you think about Costa Coffee's smart marketing move?

I read somewhere that at one point Costa Coffee did something crazy by any marketing and business standards. What exactly? They made an announcement, they won't be selling coffee for some time, a week or two. It's really a risky move, doesn't it? I mean, what can you possibly achieve with it? It's like KFC says, no more chicken as of tomorrow for the month or so. It's insane, or a brilliant marketing strategy?

Well, it turned out that Costa Coffee played hard to get with its customers a little bit. Maybe, they decided that the time was right to remind their customers how much they love their coffee. My first thought, and I guess that most of the people felt the same way, was that this move would damage the power and popularity of the brand itself. On the contrary, this was the right kind of a thing Costa Coffee needed the most at the right time.

So, what's the moral of this interesting marketing story? Sometimes a risk pays off, or? Would you dare to play hard to get with your clients? Is that a smart thing to do in the first place?