Ezzyme

Jones Soda: The Long Case, and a Threat to Coke and Pepsi

Quite an extensive analysis. Very comprehensive. But it's still speculative, and speculative at best. Presume they hit their stride and earn $1.20 in 2008, what WOULD you pay for that? 20 times earnings? So, $24? Is that what you would pay today when the hype of their brand could just blow over and out in less than a year? Time will tell, but I wouldn't risk paying $24 a share today when it might be worth $9 in a year.