Keurig Blends A Fresh Cup Of Stock Roast, Regrets Pursuing DRM

Who didn’t see this coming? Like pretty much every other consumer, we sure did. Alas, Keurig pleaded ignorance, all the way up until its latest financial report.

At the end of Q1, Keurig saw its sales drop 23%, year-over-year. Instead of improving its stock price, which is what it expected, it instead harmed it – yesterday, it dropped 10% in value.

If there’s an upside to any of this, it’s that the company is owning up to its mistake. Fran Rathke, Keurig’s CFO, says: “Quite honestly, we were wrong. We underestimated the passion the consumer had for this.”

Let’s hope this becomes a lesson to other companies, regardless of what market they’re in. Consumers have spoken: it’s hard to get DRM right, and under no circumstance does it belong around our freaking coffee.