Bottom line won’t change when users of your product are addicted. Since coke etc. are full of sweetener, which I assume causes a similar level of addiction to regular sugar, those that drink it won’t mind if the price goes up 5 cents or whatever because cola put some slightly better sweetener in it. Cola would probably just make a new branded version or slap a “new an improved flavour” on the can and jack up the price by 10 cents anyway. Actually, people are pretty particular about the flavour, so that’s probably why they won’t do it. They must have gradually shitted up the recipe to get to the current version so people didn’t burn down coke HQ.