I'd have to guess that there are significant costs associated with producing a commercial for the Super Bowl, and I'd have to think SodaStream had some sort of arrangement with CBS to air the ad, perhaps even paid for a Super Bowl spot. Even if there aren't breaches of contract, it's still pretty crappy behavior.

This could still work out in SodaStream's favor. The public outrage against CBS and big soda (?) creates the sort of David vs. Goliath dynamic that people gravitate to.