Is is time for Coca-Cola (KO) and PepsiCo (PEP) to take SodaStream (SODA) seriously? The Israeli juggernaut sells more than 10K machines a day with buyers presumably cutting back on their purchases of traditional soda drinks as they fall under the SodaStream consumables umbrella. While an ad campaign in the U.K. was pulled by regulators, the ad's afterlife on YouTube garnered the broad effect the company desired. A Super Bowl commercial planned for 2013 will deliver an even larger audience. Rumor: PepsiCo and Cuisinart may enter the market with machines in response to the SodaStream surge.