When we think about a world where everyone is connected, where everything is a node on the network, where every node can publish and subscribe, we can understand the need for the stream/filter/drain architecture.
Entrepreneurs looking to enter the market have an opportunity to re-write the rules. This means focusing on the end consumer — marketing and delivering direct to her. It also means creating better beverages and new spaces/contexts for drinking. Today’s customer wants something that’s enjoyable, conscionable, and just a bit healthier.