I believe that the statement is transparent (coming from an accounting background though) and i don't think there's much left to explain really especially after the US update. IMO with the coke announcement big was just showing off its new deal in a hope to maybe get a reflex from the market. Even if growth slows down BIG could adjust margins and slow down expansion and still get extremely close (if not achieve) a profit.
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Ann: Update on USA Operations, page-63
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