Perhaps that is due to the fact that CELH domestic sales grew at 79% in Q1, 67% in Q2 and 53% in Q3 (along with 147% International growth). Plus today they announced a major International expansion initiative.
"All truth passes through three stages. First, it is ridiculed. Second, it is violently opposed. Third, it is accepted as being self-evident." ~ Arthur Schopenhauer