The problem is that they will not be able to grow where Sodastream has setup shop IMO for the at home market. Sodastream is getting the bread and butter customers that consume lots of soda. So they now have 1% of household but I would bet it's maybe 1.5% 2% of the carbonated market and before we know it we will be around 5% of the at home market. Soda is on the same trajectory as GMCR back in 2008 -2009. The numbers are listed in terms of what they were able to sell on QVC and compares to what Soda sold in a 24 hour period on HSN two months ago. GMCR now has 20% of the at home coffee market. Take a look at France's numbers which I posted on this message board. We are about 1.5 years behind France since that market got a head start. If you calculate the numbers out vs the USA Pop Sodastream could sell 2.4M machines in a year period. If this comes to fruition then Coke and Pep will be loosing market share. About 115M households in the USA.