I disagree, at least to some extent. Firstly, beverages come and go and have a fad aspect to them, like Snapple, Gatorade and so forth. Secondly, there is no concerted marketing effort to this store, in fact I just found it. Thirdly, and most importantly, most everybody is IGNORANT when it comes to tea. Believe me, tea is the most fascinating beverage on the planet. What we have been drinking for tea is just like drinking flat Coca Cola. There is a reason why it is consumed everywhere. Tea is a sleeping giant. Not sure about the stock though.