Keurig, the popular coffee-maker, is being sued by fellow Canadian coffee company Club Coffee for creating a coffee maker that only works with Keurig-brand coffee cups. The new model is an attempt by the company to prevent the use of coffee cups from different brands and to force consumers to buy K-cups instead. However, this business plan backfired immensely and resulted in Club Coffee identifying the differentiation in the new Keurig model before it was even out on shelves. The company is being sued for “anti-competitive behaviour, claiming it is keeping the price of single-serve coffee pods artificially high for consumers” (CBC). Club Coffee has announced the differentiation and has warned other coffee companies of this new development so that they are able to create Keurig-compatible cups as well. I believe that Keurig’s strategy was an unfair attempt to exploit their customers and diminish their competitors. Keurig has already raised the price of their K-cups by 9%, and consumers of the new model would be forced to buy these cups. Additionally, the model development that prevents other cups from being used is a minimal alteration in the machine that is easily correctable for producers of other coffee cups. I believe making the new model compatible exclusively with overpriced K-cups would drive consumers away, resulting in the company taking a retrostep rather than moving forward and expanding their business.