You never see Coke and Pepsi doing attacks to each other. It would depress the product category of soft drinks.

Pepsi and Coke have to co-exist on the shelf for the long term because if they pull each other down, no one's going to drink carbonated soft drinks anymore.

Coke relies on soft drinks for this huge piece of their business and those products have been in a secular decline and that's where Coke makes its money.

Soft drinks are a big part of it but they are just part of it.

Pepsi is the second-most-recognized beverage brand in the world after Coke, and eighteen of PepsiCo's other brands, which include Tropicana, Gatorade, and Quaker Oats, are billion-dollar businesses in their own right.

Just like Coke and Pepsi, Ford and Chevy, Intel and AMD, the OS wars are getting much more fierce.