the consumer when drinking K Kups is paying 4 times more for the Kup than the coffee inside of it. I recently visited a Canadian Car dealer, had 2 single serve systems neither of which was a K KUP. Both worked fine if not better with less waste. Put the same P/E as Apple and double profits from there and you got a $65 stock.
Look honey , don't fall in Love, GMCR is a $16 billion Plastic Cup Company.