Keurig’s espresso copy safety ought to take simply months to crack

Keurig's coffee copy protection should take just months to crack

Very similar to printer makers barring low cost ink, Keurig is utilizing elaborate strategies to dam third-celebration espresso pods; its upcoming Keurig 2.zero machine may have cameras that learn tags and restrict you to official brews. Consider it as Okay-cup copy safety. Sadly for the corporate, these added measures could also be for naught. TreeHouse Meals, which sued Keurig for allegedly abusing a monopoly with its 2.zero system, now estimates that it ought to take only a “matter of months” to duplicate the Okay-cup know-how. The invention ought to maintain TreeHouse promoting unofficial pods that value considerably lower than Keurig’s, and it might additionally thwart comparable safety schemes in different corporations’ espresso makers.

Keurig hasn’t but provided touch upon the potential workaround, however it is not more likely to take any challenges mendacity down. Like Nestle and its Nespresso system, Keurig is defending a razors-and-blades gross sales mannequin the place it sells the bottom product (the brewer) for little to no revenue and is determined by expensive add-ons (Okay-cups) to make up the distinction. Nevertheless, the phrase of a circumvention method means that there won’t be a lot it may do to cease cheaper options from reaching the market, no less than within the brief time period. It additionally echoes what we have seen in makes an attempt to fight digital piracy — finally, there isn’t any utterly foolproof approach to forestall copying.

[Picture credit score: Keith McDuffee, Flickr]

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