the NPAT from getting the extra revenue is not what will make...

the NPAT from getting the extra revenue is not what will make CUS a winner IMO as the value chain does not change and most of the participants in that value chain will be expecting to get pretty much what they are getting now.

The real value is in the ability to excercise pricing discretion in locations where you have the power to raise prices without effecting demand. remote locations, bars/clubs etc and convenience outlets. so forget about chargin 2 bucks in these places. it will be closer to 2.80 plus.

THAT is where the increased profit will come from.
doubling of revenue sounds great, but ultimately that is not the story.