AdAge looks into the Starbucks/Morning Joe $10 million sponsorship deal first reported Sunday night. Starbucks' chief marketer Terry Davenport tells AdAge that $10M estimate is "way off."

"Anyone who's been following our measured-media buying would know that figure would be a significant chunk of our spend," adding that the MSNBC deal isn't among Starbucks' biggest initiatives of the year.

AdAge also reports the partnership "appears to be the result of some schmoozing" after host Joe Scarborough casually dropped in to a meeting Starbucks CEO Howard Schultz was having with network executives.

Meanwhile, Jon Stewart had some fun with the deal earlier this week.

Clip after the jump...