Keurig 2.0 DRM Bypass

Approaching this from the perspective of someone who drinks perhaps 250 mL of coffee per year, I am utterly mystified that the commodity coffee beverage product can still support so many niche businesses.

In this very discussion, I have seen people describe the way they make their own coffee, and it is almost identical to the way U.S.A.-C.S.A. civil war soldiers made theirs in camp. And I have seen people describe their heavily-modded robotic coffee makers, using consumables pre-processed in bulk by industrial-scale machinery to provide a more consistent product.

And this makes me think that Keurig is not just pissing into the wind, but directing their little stream against a waterfall. The coffee market is huge, and more ancient by far than most other product markets. It is also thoroughly commoditized. There is simply no way for any company to enjoy pricing power in it without an improbably vast cartel or some strictly policed patents and trademarks.

Why should the collective society of coffee-drinkers indulge Keurig's attempt to achieve economic profits (positive returns when considering opportunity cost) by allowing them to differentiate their sub-market to the point where they enjoy pricing power in it? Is their coffee that much better than all available alternatives? I have similar questions about Starbucks. How do they manage to charge more than the basic commodity price?

It almost seems as though the coffee itself is not the whole product, but it also includes the ritual and ceremony of preparing it. It also looks quite a bit like the market for wines and beers, where the price that the market will bear is determined mostly by the printing on the label.

Given those assumptions, my analysis is that Keurig is approaching their problem from the worst possible angle. Inserting technical countermeasures into the hardware will never work (as repeatedly demonstrated by pwn-your-own-device hackers). They should instead pour that cash into advertising and reward-based psychology. Institute some form of intermittent reward system for using genuine, trademark-branded consumables.

You cannot ever employ enough clever engineers to defeat the legion of people with physical possession of the item and a desire to make it do what its owner desires, instead of obeying its pre-programmed manufacturer directives. Annoying your customers simply does not add value to your product.

I think it's important to at least acknowledge the desire a "razor/razorblades" device manufacturer has for maintaining the quality of their brand by controlling to some extent the user experiences that are possible with their tool. To me, this seems similar to Sony and Nintendo wanting the right to certify titles that run on their consoles. You can argue about whether removing freedom from the user is worth the trade for a reliable user experience, and you can argue about the right place to draw the quality line, but they're trying to guarantee a certain minimum level of user experience by doing this.

If Keurig coffee was somehow astoundingly good out of their machine, with their pods, would we have less of a problem with what they are doing?

What Keurig is doing also doesn't prevent another manufacturer from competing with an unencumbered alternative. Shouldn't we expect such a system to compete in the marketplace on its merits?

A big ah hah moment for me was realizing that money is a representation of inefficiency. So for example, if everyone had a means of growing their own food, generating their own electricity, taking care of their own health, and had unlimited access to information, we wouldn't need to buy things or pay for services. A Mr. Fusion and a replicator would be all we needed.

That’s probably the real reason they don’t use money on Star Trek. Not so much because they eliminated scarcity (which they obviously did, with numerous planets to choose from) but because giving everyone the basic means to sustain themselves was such a small fraction of the economy that it became dehumanizing to force people to work so much when society could provide for all within the percentage of a rounding error.

This concept’s relevance for coffee makers: what’s a coffee maker without coffee? Anyone can brew coffee by pouring hot water through a sock (as it’s done in much of the developing world) and I can say from experience that it’s both more convenient and can even make a better cup. So the key is the coffee, not the machine. It’s not really surprising that Keurig wants to cement itself as a middleman, and since coffee is everywhere, it was probably inevitable that they’d turn to a DRM solution.

Hydroponics, fabless photovoltaics and big data medicine are going to be what take us into the future, not some kitchen gismo. In fact, the more I witness “progress” in my lifetime, the more I see that the really revolutionary stuff like the internet is generally free and shared by all. Otherwise it just makes some guy rich. I want to be rich too, but I’ve spent half my life chasing a goal that wouldn’t even be necessary if I was off the grid and could just get left the heck alone.

You're calling coffee from a Keurig an espresso machine? My $1200 Jura begs to differ

I think this whole "hack the Keurig 2.0 DRM" has created more press for their coffee maker than they would have otherwise had.

I expect them to sell more because of it.