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It is a cup as service, rather than cup as product.
Marcus Fairs writes a great intro to an interview:
Architect Safia Qureshi wanted to change the world but ended up designing private houses for rich people. So she invented Cupclub, a circular-economy service that could eliminate single-use coffee cups.
It is actually a very clever idea: a polypropylene cup and with a polyethylene lid and an RFID chip in the bottom so that it can be tracked.