It is like cigarettes. Those who use them know it is bad for the health, but continue to consume it anyway. When I die, I don't want to be one of those folks the doctor says "He is in perfect health, we don't know why he is dying. Except for his age." I want the doctor to say "Holy shit, I don't know how he lived this long. He treated his body like an amusement park!" Soda is a small thing, but it is an amusement park thing.