^darkstar: I think there is a continual push lately for natural, unprocessed sweetners, lately, for good reason. Some coffeeshops have set out agave as a natural sweetner option too, that I've seen lately. I don't think this is limited to maple syrup-producing regions--it may be a "trendy" thing, which, then, I may be concerned, due to possible over- or mass-production of these "natural" items than already are (yep, I'm finally reading Bitman's book, so forgive me on this line of thought right now).
I'm actually experimenting, switching to cooking with honey, agave, or maple syrup whenever a recipe calls for it, or even adding to my coffee, with good results. Just some food for thought...
This is a bit of a sidebar, but depending on what your criteria are for choosing a sweetener, agave nectar isn't necessarily all it's cracked up to be. While it does have a lower glycemic index than regular sugar (better for avoiding insulin spikes), it consists primarily of fructose rather than glucose, which is processed through your liver and considered to be not so great for you:
However, this is because Agave nectar contains only 10% glucose – which means the other 90% is fructose, which comes with all sorts of health issues and is definitely to be avoided. Not only should Agave be avoided for its high fructose concentration, but it also contains saponins; toxins that have less than desirable effects on the body. Agave Nectar is produced in a not too dissimilar way to High Fructose Corn Syrup – yet at least HFCS is seldom marketed as a healthy sweetener.
I stick to raw sugar for my coffee because I don't want the taste of maple or honey in my coffee and I'm okay with the small amount that I consume in the cup or two of coffee I have a week, but I stick to honey, grade B maple syrup or natural sweeteners like no-sugar added applesauce if I need a bit of sweetener when I'm cooking. Just to add to the food for thought.
On point, I do think it's nice that they're offering maple syrup as an option.