why do they call it Pepsi Max?
minimum calories, Maximum Pepsi taste! Zizek says it is necessary to display bad taste on occasion to let people know that you do not have the very worst taste.... that is, pretending to have the best taste. so I attach myself to a very few mass-produced consumer products, Pepsi Max one of them, and thus display that my anti-capitalism is not an act: after the revolution I will pine for Pepsi Max, and that withdrawal will but fuel my permanent-revolutionary virility.