I am sure he knows way more than most on this board. You know the story of SNAPPLE? How about Vitamin water? You know how many products fail on their first attempt? I do. But like you said. Do your own DD.
It amazes me how many people know how to RUN A BUSINESS and NEVER TRY. That to me is a LOSER. It is better to have tried and failed. Than to failed to TRY. What a GREAT SAYING!!!!