These snake oil selling companies will hold onto their core 10% of customers, just like AAPL will maintain their base (and see where it's got them of late...). Newcomers are not going to fall for the cultish crap. Investors and traders alike are recognizing the scam that is organic/natural and are not drinking the (non-GMO) kool-aid. All of these, e.g. Annie's, Hain, Whole Foods, et. al., are going to the penalty box permanently. I'm very happy to see that.