bvtaylor, I think you've got something about it having the OPPOSITE effect on cholesterol. For diabetics, the thing that brings the cholesterol down is normalizing blood sugars. IMO this probably applies to many people who are not diabetic (yet) but have weight issues, insulin resistance, syndrome x. The piddly effect of the plant sterols will probably NOT outweigh the effect of all the sugar. Still, the main thing is, Coke is in the business of selling sugar, fructose its drinks, sucrose in the OJ, and that's what its about. Bill