The Center for Science in the Public Interest (CSPI) is suing Coca-Cola for false advertising claims stating that the 33 grams of sugar in each bottle does more to promote obesity and diabetes than can be offset by any nutritional benefits from any vitamins in the drink.

The fact is many Americans want to be seduced into believing that by drinking some special, pricey drink impregnated with vitamins it will confer on them some special benefits that plain old exercise and a healthy, balanced diet will not – as if the vast majority of consumers need the extra calories that come with these drinks. Let’s face it, the sugar is put in it so  that it won’t taste like water, which for everyone but the super-athlete, is all that we need to replenish our systems anyway.

Human nature being what it is, we’d like to believe we’re elite athletes who need these specialty drinks. It’s the cool factor. And Coca-Cola knows this.