It harkens back to having to call Microsoft because you've replaced your motherboard except now it's Keurig and even less pleasant because you can't have your coffee while you're on hold.
Using an app on your phone, you'll scan the coffee pod you want to use (your phone takes a picture of you via the front-facing camera as a security measure; much like ATMs have cameras); this connects to the central Coffee Server to generate a one-time passcode. Then your phone does a BREW via HTCPCP to the Keurig, providing an K-Authorization header. Having the encryption key for the one-time passwords be stored on the server avoids the mistakes problems Sony etc. have had where private keys inside devices are compromised.
Requiring a smartphone could present interesting branding opportunities, e.g. co-branding the Keurig 3.0 with iPhone 7, social network integration (click once to post the coffee you're drinking to Facebook), automatic reordering and possibly integration with health services as your coffee drinking data can be shared with your health care provider who can adjust your insurance accordingly.
LV uses pure trademark law; it's not functional. That's why their protection stands.
Best leave it to the mods.