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For me this thread is quite fascinating - we just don't have the issues you're describing down here in Oz.
Our takeaways come in two sizes - regular (8oz), and large (12oz). Our have-ins also come in two sizes, but are significantly smaller. Our large have-ins are all served in 8oz cups, and the regular have-ins range between 4oz and about 6.5oz depending on the drink.
I have to say, if I were to open a cafe in the states I wouldn't do things any differently - I would focus on doing things perfectly to these standards with little room for flexibility. I wouldn't lose customers - I just wouldn't gain a bunch - those who want 16oz or 20oz lattes can go elsewhere, we have no place for you here.
End rant.
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