Have any of you read Blink? Has an interesting discussion of the coke v. pepsi taste tests in the 80s. Pepsi won, but the sales of Pepsi didn't rise as much as they thought. Coke saw Pepsi was coming and made New Coke. What they later discovered was that they didn't love the sweet taste of Pepsi for a whole can, just the sips at the beginning. So the double blind isn's always accurate.

Shawn