I think they do a great job but the product doesn't match up. Read WOW's post about the mp3 player to understand what the problem is here.
There's the ideal world, and then there's the way the world works, since part of my job is marketing, I have to deal with the way the world works.
IN an ideal world, the coffee and soda companies wouldn't go out of their way to trample or disprove all the research indicating the deleterious effects of caffeine on various health conditions. Unfortunately it's not an ideal world, so as someone marketing a coffee alternative/substitute I have to deal with the realities of bias research funded by companies with self interest in the results skewing one way.
If you haven't seen thank you for smoking, see it, sure it'll probably piss you off, but it's the way the world works folks. Ideally it shouldn't work that way, but ideally morons shouldn't be called to politics or elected presidents, ideally people would have respect for other people on a daily basis on the roads, in line at stores, or whatever, but it's not an ideal world, it's a real world.
History is littered with the 'loser' being the better product but for one reason or another, the better product loses...if people don't want to buy the better product, you can't make them, if people want to believe the hype, you can't stop them...we live in a hype driven society...where what famous people use and like MATTERS.
Which makes it odder that while Microsoft figured out the 'stars help sell things' on the xbox/xbox 360 a while ago it took them a bit longer to get it up with trying to fight mac on windows (though the seinfeld commercials to me were just stupid)