They say imitation is the highest form of flattery. Ain't no one wanting to imitate this novelty product. You would think that with zero barrier to entry they would be lining up based on the delusional longs projections. Nobody cares about Sodastream. Just look at Green Mountain and the flurry of competitors they got after the K-Cup. You think big business is blind? Of course not, they just know it's a gimmick.