The Oberlin College Student Senate endorsed a resolution that calls for the college to divest from six companies that do business in the West Bank, eastern Jerusalem and Gaza.
For proponents of the Boycott, Divestment, Sanctions movement, SodaStream would appear to be a straightforward target.
SodaStream's purchase of a Super Bowl commercial has the BDS movement in the U.S. saying it will step up its campaign against the Israeli firm.
At the dawn of the 20th century, the British royals were privy to a spiffy new system for infusing drinking water with carbon dioxide bubbles. It would take 53 years for SodaStream to reach commoners, and another 42 until it was acquired by an Israeli distributor and transformed into an international DIY product called Soda Club.