soda is small potatoes. not even a billion in revs. who cares. slice it all up, couple of hundred million here or there. then nothing. that is why soda is trying to sell itself at the top.
with no buyers.
Read my posts on GMCR carbonation and think about how kelly loves to talk about being "disruptive" in the quality beverage, single serve in house/office/dorm format. Give it more effort than someone else's three sentence summary though. To play seriously, go read the patent applications... I'll suggest those pm long here are not yet beginning to discount what GMCR is going to do to SODA. Our view, to be brief: Great for GMCR, SODA is hosed over the next year or so.
GMCR's platform will be seriously better (think tiny cartridges spritzing individual drinks -- not a coffee pot looking thing). Until the GMCR patent update last month -- old news on the base technology but now moving toward launch we believe (listen to the conference presentation from last week and see presentation package) we would not short soda because of the hype it gets and the risk someone will take them out.
Given gmcr's progress now, though, we think SODA is walking dead. It may take awhile, but as GMCR comes hard, we think soda fades hard.
Regardless of the carbonation business, gmcr is going to have a fast run to $90 into year end and we'll update the analysis, math and PT as we go. Fun if you are long here... time be anxious if you are short.