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SODA has taken an invention that is decades old, and built it on a razor-and-blades marketing strategy that also is decades old. They have added forward thinking, innovation and guts to become the future of the soda industry. The main problem they have is trying to shed the "fad" label. This is almost an oxymoron calling a company that markets a fifty plus year old invention a fad. It just proves what imagination and forward thinking can do.