Why not? It seems like a pretty solid option for a subscription model and they already ask you for money donations when you pay at Petsmart and Petco...
If you search for Van Houtte coffees, you get products supplied by "Van Houtte Coffees", "Van Houtte" and "VAN HOUTTE". Clicking on the supplier link two bring you to the same page, the 3rd to a different supplier page. They all look legitimate but there's no way to tell. I'd actually like to see a "Verified" listing by Amazon. I'd much rather buy from a verified supplier to make sure I'm not getting some "off the back of the truck" coffee pods or whatever.
More poking fun at it than saying it's not viable