A coffee-maker that refuses the “wrong” coffee?

Dan Gillmor writes about a Keurig coffee machine from Green Mountain Coffee Roasters that will simply not brew competitors’ coffee.

Sorry, say what?

The mind boggles.

What’s next?

• Ford cars refusing to run on gas that isn’t Exxon?
• Microwaves refusing the heat up home-cooked food?
• Sidewalks refusing to let people jog on them who don’t wear Nikes?

What a great opportunity for companies that actually produce value for the customer!