No, they aren't reusing the plastic coke bottles like in the old days. The downstream recycling isn't handled by Coca-Cola, so they don't have to do anything wi

No, they aren't reusing the plastic coke bottles like in the old days. The downstream recycling isn't handled by Coca-Cola, so they don't have to do anything with those returned bottles. The thing is, it does make the product more expensive. A ten cent deposit on a dollar product means a customer has pull $1.10 out of their pocket or CC balance. Customers don't think logically, and even if they do, they have to assign some monetary value to having to bring the bottle back, the chance that it may be discarded, etc. It does hurt sales. If it didn't, the Coke would already be $1.10. (My exact numbers are fictitious, obviously, but the point is that Coke has already set their price at the number that maximizes profit.) I'm not opposed to bottle deposits. They're highly effective. I just think it's disingenuous to act as if Coke here is opposed to recycling in general. They're not. They're opposed to the reduced sales that will come from higher prices. That difference gives recycling advocates options. They can agree to spend some money on educating consumers, or making bottle returns easier, or anything else that might help ease the effect Coke is trying to avoid. They can probably find some common ground. There's no possible reason for Coke to be opposed to recycling in general.