Brazil has a fast growing middle class and ample wealth strata among it's nearly 200million residents. The per capita income figures reflect extreme inequality in the distribution of wealth. So yes, the majority of Brazilians will not be Monster customers in our lifetimes due to basic economics. However, beyond the poverty demographic, exists a potential market/ consumer base there equivalent to that of California (at least), but skewing younger and growing much more rapidly. When you add to that the middle class and wealth strata existent in Argentina, Chile, Venezuela, etc... you are talking about significant growth opportunities in South America for Monster or any premium global consumer brand that succeeds there. Hmmm... brand new market of 50 million new potential consumers... seems like a pretty big deal to me. And the international growth rate for Monster sales is already tracking 60-70% year over year without ANY South American market penetration.