"I see several issues with this design, especially considering the departure from a well known product, regardless of the ergonomics. People are more familiar with the operation of the former design and will naturally look for a button at the top of the machine. From the posted images it looks as though there may be an indication that the circle on top of the Bunn device may be a button. That's problem one from my POV. I would be pushing that lid and assuming the machine is empty or broken. I am not pressing that gray thing because… Problem two: the atypical lever button to release liquid. To me, this looks like a clasp that is holding the machine together. I have vacuums with this clasp holding all the dust in. It looks like no lever I have ever seen on a food receptacle. It looks like its holding something closed and I should never push that ever. The icon over the button is ambiguous. If anything it looks like a four toe foot. If I was a regular shopper, I would be in panic mode at the thought of pressing that button, possibly releasing some mechanism that is holding all the hot coffee in the machine (assuming ive realized there is coffee in it), and maybe creating a mess at the counter, floor, and all over myself for a 2oz cup of stale liquid. Im better off just not getting coffee. Im nervous thinking about it. It should be a standard, long, rectangle thing that compels me to flick my finger against it, like every lever on every hot water spout I have ever seen. Like the levers on every standard coffee dispenser used in a mass consumer setting. Problem 3: That tray area looks like any cup I put on it will tip over. The unusual asterix element looks like if the cup is not larger than the entire circle area, it should not go in there. In addition, it looks like there is a piece missing that will be nestled on the white dot. It looks like someone has been stupid enough to push that button and broke the machine because the button released whatever mechanism that was going to feed me caffeinated liquid so I can get through my shopping and now im jonesing and cranky. I might just leave this broken store. From the top photo, I even get the impression that the liquid would be pouring from that gray piece and not from that cavity. I cant see from this angle if there is a small, recessed spout, but I want there to be one right there. Right where that light gray plastic that contrasts with the rest of the blackness of the machine. If the devil convinced me to press that button, I would have my cup below it, as the liquid poured onto that white button where it would be lit for me to see. Pooling in the area between the star shape where my cup wouldn't rest properly on the plastic tray that looks like its meant to be removed if I want to slide it out from the front to clean because I keep spilling coffee. Fourth problem: that may not be a problem, but assuming I know how the machine works, what happens when its been used forever the lever gets sticky, I push too hard, and the high center of gravity combined with my addled state causes the entire machine to tip forward? I am starting to get a visceral aversion to this machine. I wont even start with how I would fix it. A better option would be a standard, giant, silver catering carafe but then people will be burning themselves on it because we love to touch shiny objects."