It's likely GMCR that would be shorted mercilessly for announcing it will be flushing a billion dollars down the toilet. Not sticking to the plan and that thing that works for a company is almost always the cause of a major decline in a company's valuation.
It would takes a couple years of spending money and offsets to eps to gain any benefit from such an excursion from its current business. And even then, GMCR might fail and end up writing off that entire expenditure and effort. The last thing GMCR needs right now is a diversion from a successful game plan.