Interesting article. I know the big CPGs have been challenged by digitally native brands like harrys and the shave companies. It's also clearly not true if you're not a globally known brand with a lot of monopolies. I wonder if it holds true in all markets for the big brands. I also wonder if it would open them to more competition from smaller brands over time. Like the other commenter said, hard to name too many non coke/pepsi carbonated beverages.