Obviously, Coca-Cola's leaders do not share this opinion and see no conflict between its actions and its values. Apparently, they feel that as long as the researchers Coke supports are reputable scientists who have control over the work and the funding is fully disclosed, there's no ethical problem: "We partner with some of the foremost experts in the fields of nutrition and physical activity," the company told the Times. "It's important to us that the researchers we work with share their own views and scientific findings, regardless of the outcome, and are transparent and open about their funding."