I have been puzzling over this for a while. It has to be ice cold to enjoy. When warm, it is truly awful. When it's flat, it tastes of sugary water. But at the right temperature it seems to be just the right thing, better than carbonated grapefruit juice or lemon, which you would imagine would be better thirst quenchers. And yet, have I been conned by great marketing? Perhaps Coke isn't all that great; the soda fountain variety at McDonalds etc, which often tastes of chlorine, is often awful. Maybe I like Coke because everyone else likes Coke, who like Coke because everyone else likes Coke. Maybe the evil advertising industry has forced me to like it because I think I am drinking the American dream. It surely can't be the drink itself, which has very little to offer compared to a hand-crafted beer or a good chilled wine or even fresh grapefruit juice.