Do we know that they think it can be protected under the DMCA?
We know they provided a technological measure meant to require the use of their branded cups. That doesn't neccesarily mean they think their measures are protected under the DMCA.
I hope they don't (and hope they are wrong if they do!). The DMCA is intended for copyrighted works, which a K-cup is not. (or shouldn't be, anyway, who knows what crazy things the courts will do).
We know they provided a technological measure meant to require the use of their branded cups. That doesn't neccesarily mean they think their measures are protected under the DMCA.
I hope they don't (and hope they are wrong if they do!). The DMCA is intended for copyrighted works, which a K-cup is not. (or shouldn't be, anyway, who knows what crazy things the courts will do).