"“White coke?” “It’s a trial product.” “Wow, sounds cool. What does it taste like?” “Coke,” 6 says. “Well, yeah,” I say, “but how is it different to, say, Classic Coke?” “It’s in a different can,” 6 says. I wait, but 6 just looks at me. “What, that’s it?” “No,” she says. “It will also cost twice as much.” She pours herself a Pepsi. “We’re after a more upmarket niche.” “You really expect people to pay double for a white can?” I ask, astounded. “When it tastes exactly the same?” 6 aims a chiseled frown at me. “I didn’t say it tastes exactly the same. I said it is exactly the same.”"