I was in Costco today and noticed they had large Keurig display just as you enter the warehouse. Keurig brewers were one of their coupon book specials and they were flying out the door like hotcakes. They had a package deal, buy a brewer and get a free 80 pack box as bonus. Don't know if Keurig can make any money on the package but they are definitely putting a lot of machines in the market to help build future demand. Real off the cuff estimate, but from my 15 minutes observing, I would say at least 1 in 20 shoppers was picking up a box. If you know how busy Costco is on a Sunday...well can you say ca-ching!
Also, for those looking for a bargain, Costco was selling the 80 pack brand name coffee K-cups for something like $34.97. If they can profitably sell them at that low of price, I don't think there is going to be much of a market for the K-cup knock-offs.
Wal-Mart Coffee?? Right!. GMCR has contract with Starbucks and Dunkin Donuts, and they will be the only company holding those brands. In additional to their own favors and teas, How much shelf space to you think Wal-Mart has? Wal-Mart coffee will look like brand X next to GMCR. Forget about it.