IMHO you don't quite have it straight [yet] if you characterize the Coke distribution as "great." The CEO openly acknowledged the error in the Coke deal and intends to not make the same mistake twice. Anyone with any experience in this, or similar businesses, will recognize and understand what happened with that situation and why it failed.
Geeesh, if everyone gave up after one failure where'd we be?
I'm glad he's trying again because the product is excellent.
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