It is important because they have such a large market share and this is abusing that power. They got there by their current system being able to use other vendor's wares, so this is a slap in the face to their customers.
Public Relations Keurig Coffee
Public Relations Green Mountain Coffee Roasters
I would like you to not implement any sort of DRM or other sort of mechanism to lock-out third party vendors in their forthcomung Keurig 2.0 system.