I am sure that you are correct. I am profoundly ignorant of marketing science: I was an er nurse, and you got it our way or you pretty much didn't get it at all. My gripe is that one needs fluids, but one is taught by marketing science to want zero calorie, zero caffeine, carbonated goo instead of water. In fact, it occurs to me that as our marketing industry has become more effective at changing our behavior, our education industry seems to have become less effective at so doing. If only all that marketing power could be harnessed for good, rather than evil...