Celsius has created a whole new functional food category that burns calories without sacrificing taste. Celsius is designed to be a great replacement beverage for people that like the taste of a soda, the energy of an energy drink or coffee, but don't want the calories and chemicals that are found in them. Celsius is unique in that it is designed to be as natural as possible. Celsius has no chemical preservatives, no carbs, no sugar, no high fructose corn syrup, and is very low sodium. And Celsius is loaded with good for you ingredients such as Green Tea with EGCG, Ginger, Calcium, Chromium, B Vitamins, and Vitamin C.
It has nothing to do with YUM. He's one of those post and run* message board anarchists (MBA's) that gets compensation for the amount of traffic he generates for the website that pays him. And if the website has a sleaze factor, like those Nigerian email scammers, then someone gets even more fraudelently obtained funds.
* "post 'n run", "scribble and skedaddle", "spam and spam some more", whatever you call it, it's the same. Note his recent Yahoo_ID date; usually a dead giveaway.