A change in the competition for students?

When libraries do a SWOT analysis, coffee shops and bookstores always show up as competition.  Our students and faculty often prefer to spend time there, presumably because the environment is more comfortable/social.  However, according to a recent article in the Wall Street Journal, coffee shops are no longer offering free wi-fi, because customers are not spending enough money!  Does this mean the pendulum is swinging back in favor of the library?  Only time will tell...