Single-serve coffee trend creating more waste

Noticed how big coffee brands from Starbucks to Peets are promoting single-serve coffee nowadays? Individual portions of pre-ground bean in "plastic capsules or packets that you put in a special coffeemaker to brew one cup at a time... the polar opposite of the pour-over artisanal coffee." East Bay Express has a feature about all the trash this craze generates. I'd also like to point out, as a coffee snob, that it generates shitty tasting coffee, too.