“In experiments at Baylor University where people were given Coke and Pepsi in unmarked cups and then hooked up to a brain scanner, the device clearly showed a certain number of them preferred Pepsi while tasting it. When those people were told they were drinking Pepsi, a fraction of them, the ones who had enjoyed Coke all their lives, did something unexpected. The scanner showed their brains scrambling the pleasure signals, dampening them. They then told the experimenter afterward they had preferred Coke in the taste tests.”

“The entire principle of a blind taste test was ridiculous. They shouldn't have cared so much that they were losing blind taste tests with old Coke, and we shouldn't at all be surprised that Pepsi's dominance in blind taste tests never translated to much in the real world. Why not? Because in the real world, no one ever drinks Coca-Cola blind.”

“As a young child I had Santa and Jesus all mixed up. I could identify Coke or Pepsi with just one sip, but I could not tell you for sure why they strapped Santa to a cross. Had he missed a house? Had a good little girl somewhere in the world not received the doll he’d promised her, making the father angry?” (p.3)”

“What's great about this country is America started the tradition where the richest consumers buy essentially the same things as the poorest. You can be watching TV and see Coca-Cola, and you can know that the President drinks Coke, Liz Taylor drinks Coke, and just think, you can drink Coke, too. A Coke is a Coke and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same and all the Cokes are good.”

“So you just went in and told him to give you two Cokes and he gave them to you?" "No, I didn't just go in and tell him to give me two Cokes. I asked for a Coke for me and a Coke for the skinny thug sitting on the library steps.”

“I soaked the conversations up like a sponge, pulled them apart, rearranged them to make their origins disappear, and when I told them to the same people who had told the stories earlier, they were bewildered by the coincidence between what I said and what they were thinking.”