Or you're under-analyzing it. Added caffeine to yerba mate is unnecessary, unless the tea is so dilute that a lift effect will not be derived. Dilute tea means less product to manufacture it, which means higher profit margin, and where caffeine itself is cheaper than the ym product itself (and/or generates a different desired enhancing effect than ym), so cost attractive to the manufacturer. Caffeine is added so that ym will live up to its hype/truth as an energy enhancer. Caffeine to enhance is everywhere, so big deal about yet another caffeinated drink.
People will be buying a drink for the Marley identifcation first, the yerba mate second, because they won't and don't know what ym is. Then they'll find out. Concern with this product is then of when the discovery occurs, and further with word of mouth, that what they're drinking is and conclusively must be a dilute mixture such as to 'require' a coffee caffeine additive. Consumers may abandon, ala MySpace, ala tons of other 'super cool' drinks which have come and gone. Sugar and fruit is to flavor (as to address issue of other ingredients added to the drink).
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