Ticking off one’s best customers every few months isn’t a flawless corporate strategy. It tends to incite strong feelings, at best, and massive class-action lawsuits, at worst. Epson seems to have finally realized as much.

After decades of selling cheap printers that require a steady stream of expensive ink cartridges, the company is smashing its business model to bits. In September the Tokyo-based tech giant will offer a new line of consumer printers in the U.S., each with enough ink to print at least 4,000 documents. When the well finally runs dry, customers will be able to refill it with a bottle, just like a baby.

The machines even have a trendy name: EcoTank.1

The new Espon printers can be fed by bottle. Source: Epson

“It’s a really big advantage to the end user,” says John Lang, Epson’s chief executive officer for North America. “That anxiety and that fear of running out of ink—it’s amazing to me that that was so prevalent.”

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