Far from hyperbolic. High levels of caffeine are marketed specifically to the newer generation, they've been told since birth that they need all this extra energy, and that a scholastic norm is pounding these things to stay up unhealthy periods just to make do. If you're looking for a good comparison, find me a sport geared towards youths that is NOT sponsored by energy drink companies, and compare that to the past predatory marketing of tea companies. Even if it didnt involve caffeine, the sheer amount of sugar in these things is staggering, and the consumption levels are far beyond that which previous generations took in. Diabetes or heart failure, either way, the marketing is on overdrive these days, and it's winning.