The reduction, from twelve ounces to ten ounces in the New York headquarters, is a cost-cutting measure that follows the shocking recent news that Goldman is also cutting the plant budget in its London office. The cup downgrade will save "thousands" of dollars. So they definitely did it because of the impact on their bottom line, and not for the press such a move would generate. Definitely.
Goldman is also moving to a no-cash cafeteria, which means there will be no need to "pay armored truck companies to haul away the money." The cost of money-hauling: just one of those pesky problems we all have!
Goldman Sachs Draws Up Deeper Cuts [Dealbook/NYT]