Think of it this way: for every cheetah on the planet, there are more than four Starbucks coffee shops. Even though these communication hubs only comprise around 10 percent of the landscape, cheetahs spend most—sometimes all—of their time within them. “This is basically a long-term tradition, which is passed on from cheetah generation to cheetah generation. “I told him, ‘Look, Wilfred, I have the idea that they are actually there because of these marking trees. In all, the number of calves lost to cheetah predation fell by a whopping 86 percent.