"It is a HUGE SHAME that the company decided to remove the ability to use your own coffee grounds in the home brew k-cup.They should have just said we made these changes so our products would sell more so we could make a bigger profit," reads a typical review. "On principle alone, I hate that they are dictating which coffee I'm using in my machine," said another. "Talk about GREEDY corporate ridiculousness," said one guy who tried to use his refillable pods. Indeed, the 2.0’s Amazon reviews overflow with caffeine-deprived fury, the idiosyncratically capitalized wrath of people who bought 2.0 machines only to find that their old cups don’t work. 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." "Quite simply our 2.0 launch got off to a slower start than we planned," said CEO Brian Kelley. 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. ![]() "Talk about GREEDY corporate ridiculousness." It’s essentially a digital rights management system, but for coffee, and it’s proving to be the brewer’s downfall. But another, less-publicized feature has been getting most of the attention: the brewer’s advanced scanning system that locks out any coffee pods not bearing a special mark. Late last year, Keurig announced a new machine, the 2.0, calling it the "future of brewing" and touting its ability to make both small cups and large carafes. Purely on the strength of those machines - or more accurately, the relatively expensive pods they use - Keurig transformed its parent company, Green Mountain Coffee, from a small regional brewer to a major corporation doing over $4 billion in sales each year. The company's squat black coffee brewers have become fixtures in offices, hotels, and homes around the country, as have garbage cans heaped with the spent plastic pods they use.
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