it's called giving people a choice. everybody's bitchin and complaining about why would they wanna buy this when there's already Vitamin Water or Gatorade?? Well how about cuz maybe you don't like Vitamin Water, but you do like Gatorade, it's a choice you make. Would you like it if there was ONLY Coca Cola and no Pepsi, or ONLY Budweiser and no Miller or Corona? Why not bring a new brand to the table. Stop hatin, 40 is makin moves with this.