I don't think that's really fair. They knew the advertising business, identified a target demographic and created a product with an image that appealed to them

I don't think that's really fair. They knew the advertising business, identified a target demographic and created a product with an image that appealed to them. I remember back in 2003, they where visiting most universities which where campus kind, with a van decked out in astroturf. The obvious hypocrisy of their brand and message were plane staring you in the face. Take an old in-efficent desiel van, deck it in plastic stuff which looks like grass and you've a product. It was almost emotive, and whilst it didn't appeal to me, they obviously really understood their target. As such to dismiss it as overpriced juice, is akin to Balmer dismissing the iPhone as overpriced.