Way back when, early last year, I thought for sure this company was going to respond seriously to the challenge posed by the fun-yet-serious viral campaign highlighting its environmental atrocities. Many people I know and love use these machines or machines like them. These friends are generally serious devotees of the capsule machines due to their convenience.
Every person every time, once they learn about how environmentally irresponsible the capsule machines are (more specifically, the capsules themselves are the problem), seems genuinely horrified (or expresses some emotion akin to the one generated by the viral video). But, how many have given up the K-convenience? Hmmm. The notable quote in the following story implies that because demand for this convenience is growing, there is not much likelihood of abandoning the technology–expect continued tinkering for the time being (sounds like fiddling while Rome burned):