The marketing and trademark is more important than the formula. If you created and sold a perfect Coke clone you wouldn't make a dent in their market share. You could make one better than Coke and not make a dent because it wouldn't be Coke.
The non-nutritive sweeteners in their pure form are wild too. They are 2 + orders of magnitude sweeter than sugar and they come in very fine powders. You have to mask up when you work with them if you don’t want to taste vague sweetness for awhile.
What makes this video revolutionary is he was able to find an alternative to the coca leaf that has a near identical flavor. If it's as good tasting as advertised this knowledge could empower 3rd party producers to make a coke drink that will finally rival Coca-Cola in popularity.
* Importing coca-cola extract with coca extract is legal
* Coca Cola is significantly more popular than Pepsi in Australia
I think sooner or later, everyone who drinks a lot of soda will try the store brand as well as other colas that are non-belligerents in the cola wars. Some of them are ok, some are good for some mixed drinks, some are so bad I won't even finish the pack. Even though I prefer Pepsi, if I knew brand X was pretty close to Coke, I might choose it when it costs less and money is tight.
This will bring down marketshare significantly. It's incredibly hassle, which is likely the point. I am looking for good and cheap sodastream cola syrup, but they are very expensive.