While we expect Pepsi Gross Profit Margin to remain flat over the Trefis forecast period, Trefis members expect the driver to trend below the Trefis forecast till 2012, and then trend above until 2016.

FORBES: Flagship's Growing Margins Mean Little For Pepsi Shares

The business is just too unpredictable for even the players to forecast more than trend and general direction.

FORBES: Management Guidance Is Mostly Worthless

We currently forecast American Express-Issued Cards-in-Use in U.S. to grow from 30 million in 2010 to 34 million by 2012, and to trend to 43 million over the forecast period.

FORBES: Richie Rich Pays Bills On Time, Helps AmEx Run All The Way To $50

Their forecasts suggest that Monthly Netflix Subscription Fee and Netflix Subscribers will trend higher than the Trefis forecast.

FORBES: Even With Optimistic Assumptions, Netflix Looks Pooped At $120

Their forecasts suggest that Revenue per Square Foot for Best Buy U.S. and Number of International Stores will trend higher than the Trefis forecast.

FORBES: Best Buy May Not Stop At $42

For the hotel segment, we forecast that EBITDA margins will trend at around 23% and slowly decrease to around 21% going forward.

FORBES: Expedia Stock Travels Past $29 Even With Margin Worries