Correct me if I’m wrong, as I no longer have the book, but my recollection is that Gladwell concluded most prefer Pepsi after one sip (because it’s sweeter), but are less happy to drink a whole case of it (because it’s sweeter?) than to drink a case of Coke.
This seems not to jibe with Warren Buffett’s claim that I read in some bibliofied version of his speeches. There, he claims that cola is unique among sodas in that the seventh or fifteenth glass tastes just as good as the first.