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This is a pretty eloquent sketch of the way I essentially see the issue. I'm all for the state shaping consumption behavior that promotes a healthier aggregate society, as long as the individual retains the ability to keep consuming the product. If you can purchase and drink all the 12 oz. sodas your heart desires, I'm fine with the state banning the Big Gulp cup. It isn't consumer choice that is being defended here, -it is the right of businesses to be the sole players using psychology and marketing to shape consumption behavior. We sheep will just keep doing what we do in response to what's there in the aggregate.