There is some funny math going on here. You are comparing single use consumables against multi use consumables. I can use a water filter for a few months before I need to replace it. The equivalent amount of k-cups (a few months worth) would be in the $100's (at least at the rate that I drink coffee). Additionally, most people probably buy bulk boxes of k-cups (in the $40 range), so the psychological argument isn't particularly valid (at least when comparing to the cost of the equipment price).
