 When Green Mountain launched the new Keurig 2.0, several lawsuits occurred. Companies do this on the basis of monopolization. Lawsuits = BAD Several competitors have already threatened Green Mountain by stating that there were plans to pirate or copy the DRM. If that's the case, DRM wasn't a good idea to begin with. = BAD Digital Reader says: “Is it bad enough to have to support proprietary cartridges for our printers, but also to see this perfidious idea spread to another market? Strategic Recommendation: My recommendation is that Green Mountain find a strategy to open the K-cup market to other companies. I suggest Green Mountain works with third parties instead of pushing them away.  I recommend that they set up a friendly contract in which Keurig is the only producer of The Keurig but Green Mountain authorizes other companies to sell the K-cups to