Am I correct that alchemist's fire and similiar weapons will only deal splash damage to creatures in the same square?

[Senko]

I'm just thinking about rare situations where you have multiple creatures in the same square. If you had for example 3 diminutive creatures starting in single square and managed to hit Creature A with alchemists fire. You would only deal splash damage to creatures B and C even though they're sharing the square correct?

[RAWmonger]

“ A hit deals direct hit damage to the target, and splash damage to all creatures within 5 feet of the target”

You’re correct. Only the target takes full damage. Every other enemy within 5 ft, adjacent or sharing his square, takes splash. The direct damage is sort of the added effect of the initiation of the chemical/magical reaction happening as the glass or whatever breaks on contact with the target