They could push those reusable k-cups to reduce waste and sell their ground coffee in bulk.
They'll lose profits since selling in 1lb bags would be cheaper than in individual portions, but the amount of waste cut would be worth it to some people.
I recently dumped my nespresso because it was leaking enough water and from places that made the daughter of an electrical engineer (casual approach to electricity) uneasy and got an Aeropress
Coffee is 10/10 much better esp when the grounds are fresh and its brewed upside down.