Interesting article. I think the same story can be applied to the GoPro company creation. Although much younger, it's based on very similar elements as described in the article.
However you can own a GoPro but if you aren't athletic or an outdoors type of person, it's much less useful and that much harder to connect with the brand.
RedBull has wider consumer appeal in that sense and less friction.
I wouldn't actually take a RedBull before anything physically demanding or that requires endurance.
By my own experience, drinking a cappuccino just minutes before starting a 1km 30% hill climb will make the effort strenuous on me, and I usually drink 2 espressos a day, which is basically the norm around here. I can easily do the same in less time, walking faster and absolutely no strain if I had at least 3 hours after the cappuccino or don't drink any.
In my hiking group this effect has been noted by several other people (we usually go to a bar in the morning before starting the hikes).
A redbull for me is already too strong by itself. I think how quickly you can metabolize caffeine is important, but as a rule increasing the hart-rate seems like a dumb idea.