More 20-20 hindsight follows in later paragraphs. There's a lot of unfortunate bellyaching about random 'mistakes' the Coca-Cola company made that clearly would

More 20-20 hindsight follows in later paragraphs. There's a lot of unfortunate bellyaching about random 'mistakes' the Coca-Cola company made that clearly would not have been worth thinking about on the first pitch of the company (like worrying about letting other products use the word "cola"). By the end you realize it's less of an instructional on how to build a good soft drink business and more of a rant about how there aren't any good sociologists/psychologists working at a Coca-Cola and that the academics aren't paying enough attention. Not really that useful...