It's a synopsis derived from analysis of the brand and the company since it's first sales. It's not a "vision" in a crystal ball or the steam rising off your cup of coffee.

Give ten people the same criteria to analyze and separate them so no one can be influenced by another's work. Depending on their background experience/education, their general intelligence and, if applicable, their specific knowledge of the subject matter being examined, you can expect considerable variation in their conclusions. Some will be close or even spot on, some will get it partially right and others will be totally wrong.

The more people you add to the experiment, the more diverse the outcome, unless you stack the deck with experts. The long term investors using this board may not all be stock market geniuses, but we have been digesting everything about this company and this brand since it's beginning.