I’m amazed that someone thought that applying DRM to a coffee machine was a good idea. Using single-use disposable coffee pods is not great for the environment — we use a refillable pod, which would be locked out under the Keurig 2.0 system.
Consumers hate DRM — in music, in movies, in anything — but applying it to coffee feels especially galling. It’s the most open caffeinated beverage there is; all you need is beans and hot water and, I guess, a vessel to brew it in. Locking it up in plastic cups was already a little silly, though something lots of people were happy to buy for the sake of convenience. Building a complicated infrared scanning system so that you can only use Keurig-approved cups was a step too far.