 When Green Mountain released 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 are plans to hack or copy DRM. If so, DRM wasn't a good idea to begin with. = BAD Digital Reader says, “Is it bad enough that we have to put up with proprietary cartridges for our printers, but also have this evil idea spread to another market?” Strategic Recommendation: My recommendation is that Green Mountain find a strategy to open up the K-cup market to other companies. I suggest Green Mountain work with third parties instead of turning them away.  I recommend having a friendly contract where Keurig is the sole manufacturer of The Keurig but Green Mountain allows other companies to sell K-cups to