Surprise, People Hate DRM Coffee

Apparently the launch of Keurig 2.0 has not been as successful as the company hoped. From The Verge:

On an earnings call Wednesday the company announced that brewer sales fell 12 percent last quarter, the first full quarter for which the 2.0 was on sale. “Quite simply our 2.0 launch got off to a slower start than we planned,” said CEO Brian Kelley. He said the company had been too slow to get 2.0-compatible cups onto retail shelves and “confusion among consumers as to whether the 2.0 would still brew all of their favorite brands.”

I said as much last year when news of this first broke. Consumers have come to marginally accept DRM in the digital world, as long as it is unobtrusive, but this was a whole new level or annoying. Try as they might to spin this as a feature to “optimize brew temperature”, it’s clear to everyone it was a cash grab because their patent ran out. It will be interesting to see how, and if they try to walk this one back.

Surprise, People Hate DRM Coffee was last updated February 6th, 2015 by Michael Truskowski