The free market does. You can buy reusable fillable kcups and fill themmwith whatever coffee you want.
Maybe you don’t understand the first attempt of the Version 2.0 of Keurig or maybe you don’t understand how it operated. Other than that, I don’t understand your comment.
After all, it would not work (supposedly) with reusable cups either... They needed the golden ring thingy...
Ah it doesn’t matter at this point! They have learned their lesson I hope and and removed the DRM from their product.
Either way, it is a win for the free market.