from the I-got-this-scar-from-my-coffee-maker dept
Needless to say, Keurig users and the general public weren't particularly enamored of Keurig's plans to lock down their brewing options, with countless users taking to Twitter to complain. The company didn't seem prepared to handle the media reaction to their plans for java-based "DRM." Nor did they seem prepared to give anybody a straight answer, even though their own CEO already confirmed the pod-blocking functionality. As such, Keurig simply started insisting to anyone that asked that the new technology delivered "interactive-enabled benefits":
"To make brewing a carafe possible, and to continue to deliver everything Keurig lovers already enjoy – high-quality beverages, simplicity, and variety – our new Keurig 2.0 system will feature specially designed interactive technology allowing the brewer to read information about the inserted Keurig pack. With this interactive capability, Keurig 2.0 brewers will “know” the optimal settings for the inserted Keurig pack, for a perfect beverage every time, whether a single cup or a carafe. It’s critical for performance and safety reasons that our new system includes this technology. For those of you who currently own our K-Cup or Vue systems today, we are so happy to have you as part of our family. Rest assured that your brewers will still function as they always have and that your favorite beverages will still be available."In other words, we must be able to lock competitors' pods (and manual refill units) out of the market to keep you safe from the dangers of potentially lower costs and dreaded coffee-related injury. It's also impossible for us to embed this obnoxious technology in older units, so those will continue to function as you prefer them to -- without us interfering in your purchase options. Sure, you're losing purchase options and will have to pay more for coffee, but isn't the security of knowing your family is safe from the dangers of coffee-related hazards worth it?