Keurig’s K-Cups are a strange phenomenon in tech and coffee. Reviled by their creator, their DRM circumvented by creative coffee lovers, K-Cups stand as a necessary evil for many. Keurig’s reasoning for DRM K-Cups was control; they wanted to control the hardware, content, and output. As consumers grow weary of the games Keurig plays, sales are starting to take a hit (always the surest sign a company will re-position themselves). In their most recent earnings call, Keurig CEO says a fan favorite, refillable K-Cups, are coming back.