And the Fad story will still be in place. The story will be "Sure they had great earnings but they won't do that again. SODA has peaked...it's a fad." Herb and the hedgies will promote shorting it now at the high...."
Eventually the fundamentals win....but this will be a continued wild ride.
Folks are disillusioned to think that the shorts were going to leave today. They will not leave this stock until it is acquired by KFT, Dr Pepper, or someone else.