Having heard this from a number of coffee fans, I suspect you're not the market Keurig really targets. Rather I suspect we non-coffee-drinkers might be the primary buyers. We want something that will sit innocuously in the kitchen, looking good and doing nothing, on the off chance that we'll be expected to provide coffee for someone. We don't know how to buy coffee, we don't know how to prepare it, and we don't know how to clean up after preparing it. Also, we don't care to know any of those things. So, here's a something we made for you that came out of a fancy package. Now we're going to throw away this little plastic cup.