Keurig's 2.0 K-Cup Copy Protection Easy to Crack?
Over at Engadget TreeHouse Foods is estimating it will only take a couple of months to crack the DRM protection making brewing non-licensed K-Cups in the Keurig 2.0 impossible. The upcoming Keurig 2.0 will have cameras that read tags and limit what you brew to official brews only.The discovery should keep TreeHouse selling and others selling unofficial pods that cost less than Keurig’s, and it could lead to making other brewers copy protection useless as well.
Our analysis indicates that under any circumstance that it will be a matter of months, not years, before we replicate the technology for the cups or the pods. And we expect that of the five new single-serve coffee brand-name appliances that are coming to the market in the fourth quarter, at least some of those will replicate the technology as well.
Quartz also has some more details regarding the lawsuit from TreeHouse Foods, and their take on cracking the DRM.
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Posted by Jay Brewer at June 17, 2014 7:27 AM
A closed system only works in the marketplace if there is value for the consumer. If the buyers sense their choices are reduced, their costs rise or their perception of control is diminished, this will fail. If Keurig can deliver a wide range of product selections with an explicit quality control by offering incentives for mfrs to legitimately license the rights then this could be a huge success.
The marketplace will, however, determine the fate.
I think this is the dumbest move a company can make, and I think no one should buy these new DRM brewers. If no one buys them, they'll get the message and stop being so greedy and stupid (well, maybe they will).