This is quite exciting in that it removes plastic waste. I see no reason why different companies can’t make different shape ones to maintain their lock-in. I expect a knock-off market to pop-up, but that exists with plastic pods too. It’s a step in the right direction at least.
The biggest area this will be a win in is offices. Areas where groups of different people with different tastes gather and can pick a coffee that’s better suited to their taste. Having reusable k pods is nice, but when people don’t frequently work in there, or don’t realize a keurig is available they might not have one. Although I V60 everyday so this has no real personal impact.