This should and will probably become a case study on how flawed the startup funding ethos of creating a monopoly for your billion dollar business creates an environment that encourages fraudulent products and services. In fact Juicero can and has easily ticked off all the boxes of a perfect startup model company to the tune of $120MM. The biggest weakness of a water monopoly is being destroyed by foreign conquerors. In all the cases where the primary resource for a startup is individual users, no one has a monopoly and ergo is not immune to negative value perception, ethics concerns, or bad press. Startups even with a 90% market share, huge users bases, and/or great revenue should never be run or funded like they will never face market competition because users will just abandon them and the market segment all together.