SodaStream was in the spotlight several years ago when critics called for a boycott over a factory it had in the West Bank, despite employing many Palestinians. It has since closed that factory and relocated to a much larger facility in southern Israel.
This is a violent escalation that was foretold, the result of a deliberate upturning of international conventions. It is the US presidency striking a match and throwing it into the tinderbox of Jerusalem.
At least 52 people have been killed and 2,400 wounded, but President Donald Trump hailed the occasion in a video message.