Somewhat surprisingly, the Keurig Green Mountain deal with Coca-Cola has actually had a mixed impact on SodaStream shares. On one hand, the competitive threat is real and potentially devastating. Yet some shareholders have speculated that the move makes it more likely that SodaStream itself might form a similar partnership; given the stock-price movement that Keurig Green Mountain got from the deal, investors hope to see a similar pop in the event of a future deal involving SodaStream.