It is more than 10ks. It is also understanding what people are doing and going to do. Coke isn't a great/bad investment because of the 10k numbers - it is great/bad because of people who will continue to buy Coke over the long term. If people change their coke buying habits that won't show up in the 10k until it is too late, but by watching other sources you can figure out people are not buying coke.
