And I assure you, I am not a Keurig shill, I don't own one, I think they're a complete waste of money. I don't care if you believe me, I just wanted to pass along what I was told by a person who actually works there since everything else we're reading is guesswork by people who may or may not be customers.
If I were going to shill for any coffee maker, it'd be my AeroPress.
I know someone who works for Keurig. She says it wasn't marketing or business that wanted the DRM, it was the engineers. Because that was how they could prevent the off-brand ones from exploding and spraying you with scalding water. Keurig had no control over what alternate brands made their cups out of, and when they tested them, found that they didn't hold up to the heat and some were swelling like boiling balloons.