Yes, $13 million is a small number in the grand scheme of Red Bull, but you are delusional if you believe that figure will absolutely be offset by something within their budgets, whether it be a decrease in marketing spend or some other format.
I'm all for holding companies responsible when actual damages occur and parties are truly taken advantage of (Liebeck v. McDonalds is a good example of this), but a frivolous claim like the one brought about in the Red Bull class action lawsuit serves no one positively other than attorneys.
http://www.aboutlawsuits.com/wp-content/uploads/2013-01-16-Red-Bull-Complaint.pdf
I guess I'm not naive enough to buy that $13 million of profit was yielded from customers that truly believed that they were getting this magic elixir that would make them perform wildly better than other legal products. If that is what truly did happen, then consumers need to stop being so blind and I stand by my belief that we need to stop protecting sheer stupidity.