I think the New Coke team has taken control of the company again. Anyone drink coke products and notice the outrageous price increases? A sale on a coke family 12 pack is now more than the regular price for a pepsi family 12 pack. Let's see how long it takes until consumers tell New Coke tame they are not too happy with the "brand arrogance".
Also, in case you didn't know it's a extrememly easy and cheap to make soda at home. When people become frugal and aware coke will have really done their share holders some harm.