How much "game-changing functionality" can you really work into a fucking coffee machine?
To me, it sounds like they're planning on emulating Tassimo and their bar-coded brewing system, so the user can use 'milk' pods, tea pods, etc. and the system will brew them differently depending on the scanned and recognized contents (temperature for sure, pressure maybe? size? IDK)
What they seem to be 'forgetting' is that it was the flexibility and simplicity of the K-Cup system that actually gained them the dominant market share in the first place. Sure you can brew cappucinos and lattes with the Tassimo...but you can use your own favorite coffee brand with the Keurig My K-Cup reusable filter, freshly ground if that's your thing, or spooned out of a Maxwell House container to save money / env. wastage on each cup. Heck, I use my My K-Cup to hold loose tea leaves when I feel like a specialty cuppa...and they're good for two to three cups, too.
Nope, if they disable their whole BYO ability, I predict that they will wind up in a small corner of a niche market. If they relent and provide a My K-Cup equivalent for the 2.0...well, it's just barely possible that they could survive this bone-headed move, although people will grumble about not having cheap generics available. Either way, watch for stock prices to plunge.