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Pepsi isn’t going to buy SodaStream – this week. Yet reports that it might pushed the home-soda machine company’s shares up 5 per cent on Thursday, even as Pepsi issued categorical denials. Some investors, it appears, had not ever noticed SodaStream’s shares (which have doubled since November), its sales (up more than 50 per cent in 2012), or its gross margins (above 50 per cent) until the chatter started. Nor might they have known more than half of SodaStream’s revenue comes from canisters and syrups – and everyone loves the razors/blades model.