On this same topic, I keep waiting to see if Starwood will switch to Pepsi as part of the merger with Marriott, since Marriott is -- unfortunately -- a Pepsi-only company.

My personal opinion is that companies should offer both products to customers. Get rid of the exclusive contracts. If you like Pepsi, you should be able to get Pepsi; ditto if you like Coke. And I realize that there are dollars that drive these exclusive arrangements.

My answer to that would be to price the drinks in accordance with the cost. Keep the markup the same. If this means that a Coke costs $1.49 and a Pepsi $1.59, let the market decide.

"Thanks to our partnership with Coke, Coca-Cola products are free on all Delta Air Lines flights. If you would prefer Pepsi, the cost is $1.00 each. Credit or debit cards only." Then bring out the Pepsi on a Coke napkin.