Isn't it a bit weird, for a company that always claimed to have better coffee than Nespresso to launch a premiun with the same price? One could think that seeing the premium at the same price than the Nespresso, consumers would think they have the same quality, then choosing the Nespresso as established brand. The next step could then be that, seeing the usual cheaper ECC ones, they link them with inferior quality as the Nespresso.
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