The aforementioned Coca-Cola spokesman, Rob Baskin, with his PR cap no doubt spinning
fast enough to create a tornado during the interview, now denied that the company had ever seriously planned to utilise the technology.
Baskin then decided to intelligently explain the variable pricing,
now doing it the way pretty much every other industry who uses variable pricing pitches it to customers- he noted that if Coca-Cola ever did decide to introduce variable pricing vending machines, the company would almost certainly use them to lower the price of its soda at off-peak times.