You just don't get it do you?
People who shell out for a Keurig; drink BRANDED product.
I've tasted the GMCR product in hotel rooms & offices & find it to be delicious.
Personally; I still drink Community Dark Roast made old school in my stove top percolator at home & although I could have bought LCUT who own Faberware (the manufacturer of my percolator) I bought GMCR instead.
I still feel like I've taken advantage of someone after they'd been mugged.
Suffice it to say; I'll watch the calendar for GMCR's Feb earnings report (long position pays off.)
You can watch the clock & decide when you've lost enough on your short position.