Anyone read Malcolm Gladwell's "The Tipping Point"?
It has a section in there about the whole Pepsi vs. Coke debate, and how the Pepsi Taste test challenge worked, and ultimately failed.
Coke actually wanted to sue Pepsi for Defamation, but in conducting their own taste tests, people really did prefer Pepsi. Gladwell, (as well as other scientists) theorizes that Pepsi does taste better in the first few sips due to it's sweeter taste (and less kick), but over the course of a whole can, most people cannot handle the sweetness anymore.
Did you know that with the "Blind" taste tests, most people can pick which is which, but if given a third sample, they can almost NEVER guess what it is?
Interesting stuff anyway. I won't blabber on about it, but the book is definitely worth the read.