"Today, he’s not just nostalgic for the old days of the coconut water wars. He wishes that Zico was still a serious threat. He wants a competitor, throwing elbows, playing Monster to his Red Bull, a melee that goosed energy-drink consumption to new highs."

This. A lot of startup founders (myself included) freak out when we find someone else doing the exact same thing we are. But competition can also be great for kicking your butt into action and working to expand the market.