I should also point out the 18 times means you'll get your investment back in 18 years assuming zero sales growth .
Looking at the profit history of Microsoft, Google, Coca Cola, etc - these companies are all making multiples of the profits they were making 20 years ago, or in Google's case closer to 10 years ago - that's a mighty conservative position to take.
In all likelihoods, more people will be drinking Coke around the world 10 years from today, just as the same held true in the 90's, 80's, 70's, etc. So adding in growth, you'll get free carried in significantly less than 18 years.
