I mean, most of it is marketing. Brilliant marketing. I have just come back from the World of Coca-Cola exhibit in Atlanta, and it's breathtaking. If there's one thing I learned from doing the research for this book is how extraordinarily comprehensive the marketing is around soda. I hadn't appreciated that before.
This is a strategy that encompasses every possible way in which you can reach people. And you know, you reach people emotionally. They do, I mean. They show a movie at this place, and let me tell you there's not a dry eye in the house. Everybody is so moved by the kinds of things that are exhibited, which have nothing to do with Coca-Cola, except for the fact that at the end of the videos there are people drinking soda. It's just an amazing document.