and we also have peter shankman here, who is going to talk mor d ed er ha advertising and the pr of allthis. why did they do this? are they feeling the heat? >> probably a little bit. i think that's got to be part of it. you're hearing it from the mayor of new york, a lot of people are quick to point to sugary drinks and say, this is a large part of the problem. and not only just sugary drin y, coke a lot, you don't hear as much about the other manufacturers of the sugary drinks. >> let's talk sugar. see the sugar you have here? >> most people you ask them off the top, how many calories are in a can of sugary coke, most people don't really know the answer. it is 140 calories, that's the amount, facts are important here. nine tea spoons, nine tea spoons of sugar. it is a fair amount when you look at it like that. but, again, this is -- this is what has been around for some time. so sort of looking at the same product with a little bit of a different lens. >> peter shankman what is this? damage control for coca-cola? >> it is. they're trying to get out in front of a problem. if you can th