Green Mountain already won the US single serve market. Try going to a grocery store that doesn't sell thier products or a mass retailer that doesn't sell thier machines. It's been game over for a while now. Time to catch up!
Beating the competition and fully penetrating a market are not the same thing! There are 90 million homes with coffee makers and only 12 million are GMCR's. Plenty of room for growth and most of that growth will go to the market leader.
I went to "Wally'sVille" (Super Wal-Mart) yesterday to get something and went to take a look at their coffee isle, they have what looks like a 4 X 6 ft. high racks dedicated GMCR K-Cups... and guess what? They're almost alllll SOLD out!! Booyah! Christmas! Next earnings will be huge!!