What I said was that people who choose K-cups aren't concerned with the environment; there are plenty of alternatives out there - percolators, pods, drip, etc. People choose K-cups because it's fast and convenient. Personally, I think that if JAMN was really concerned about the environment, they wouldn't have gotten into RealCups in the first place; they would have stuck with ground coffee.
Where I work, things are very progressive. We have separate bins for trash, recyclables (twice the space) and composting. All of our cups, plates, "plasticware" is compostable and we have coffee pods rather than K-cups (the old office had K-cups) - the pods are compostable.
When the Eco cups come out, people aren't going to know about it. People don't look at every type of coffee out there and look to see if they're recyclabe/compostable/whateverable; they'll go to the brand that they know and like. It's not like it's going to be advertised and the people who watch CNBC/Bloomberg aren't going to think about it in 6 months when the new pods come out.