I don’t see why a startup would be indicative of potential profits in this space, especially a miniscule business where it is expected to grow 100% YoY.

Coca Cola and Pepsi each seem to have profits in the $5B to $10B range, which can be a proxy for how much profit there exists in the space because everyone else is much smaller.

Maybe if these energy drinks displace all of coffee and tea, but I would be surprised. How much more caffeine will (or should) consume?