As for the the statement about my Coke v Pepsi - first time it happened, I had as much idea that it might be Pepsi as the people in this experiment had that they might have been served white wine masquerading as red. I wasn't particularly thinking about it. I'd ordered a Coke, the drink came in a Coke glass and I was fully expecting to drink Coke. My first thought wasn't "Oh, this is Pepsi". It was "There's something funny about this Coke".