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Although we don't believe in timing the market or panicking over market movements, we do like to keep an eye on big changes -- just in case they're material to our investing thesis.
What: Shares of homestyle soda-machine maker SodaStream International (Nasdaq: SODA ) lost some of their fizz today, going flat to the tune of 11.6% on above-average volume.
So what: Investor-entertainer Jim Cramer savaged the stock on his popular Mad Money show last night, citing quality control issues and a dodgy second quarter. When Cramer speaks, small-caps jump -- or dive.
Now what: As much as we Fools like to poke fun at Cramer, his misgivings about the second quarter make a lot of sense. For example, when SodaStream doesn't strike a deal with megaretailer Costco (Nasdaq: COST ) because management doesn't like the product placement in Costco stores, it sounds like a weak excuse that raises questions about how sellable these soda systems really are. In Cramer's eyes, SodaStream machines are emphatically not the next hypergrowth consumer opportunity like the Green Mountain Coffee Roasters (Nasdaq: GMCR ) Keurig single-serve machines.
This fad has failed once before -- or am I the only one who was surrounded by SodaStreams for a brief moment in the early 1980s? As much as I respect my friends on the Rule Breakers research team, their endorsement of SodaStream leaves a sour taste in my mouth.
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