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E PE of 90 only means that people see growth potential. It does not mean over value. Over value is when the growth does not materialize. I myself am short GMCR, because I think the product is marginal. And the coffee industry will catch up on convenience and beat them up on margins.I also think they over payed for coffee. And are going to fill it at the exact same time they are going to see 3rd party suppliers.