they are going to lose money with a weak quarter and probably increased shelf purchases. there is no mystery. this is about growth being anticipated. put it this way. the most exciting thing she has announced in the last 3 months is they decorated the lobby. lol. sorry, that is comical stuff. that was their big news over the last three months worthy of a press release. they hung photos. reed announces distribution deals. cue announces wall decor in the office. if i am a board member, i am looking for a new ceo that understands the soda business and is an entrepreneur. i fire the overcompensated accountant with a flare for picking out nice frames.