Brita's sheer size prevented them from doing anything. They're not in the business of making beautiful, sustainable water pitchers. They're in the business of making mass, plastic, functional water pitchers. They make millions more than Soma (for now) and it may not even be on their radar.

Read: Small Is The New Big from Seth Godin or David and Goliath (Malcolm Gladwell's latest) for more on this.

Stealth is bullshit. Nobody steals ideas and makes millions anywhere except in the movies. It's about execution.