This is quite exciting in that it removes plastic waste. I see no reason why different companies can’t make different shape ones to maintain their lock-in. I expect a knock-off market to pop-up, but that exists with plastic pods too. It’s a step in the right direction at least.
Everything in context though. Even if you use a paper filter for coffee every day, the overall paper usage in a year is like the equivalent of what, maybe 2-3 print NYTimes Sunday editions?