I would much rather buy a beaten down, hanging on for dear life, stock that still has something going for it (in this case a strong brand name) than buy a solid company with strong management etc etc AND with a stock price that so high that even the slightest bad news would cause it to fall sharply. To me, there is more risk there. Don't get me wrong, I've picked my share of losers (just ask me about ATHM!), but in the long run, it has been very profitable for me.
IMHO, this will be a laughing stock, and people will find other avenues for donut consumption and thus bypass a company that will make people think twice about purchases; fewer people will desire the product which will slow growth, fewer stores, smaller EPS; in a nutshell, dead cash here!