In case you missed the major announcement on Tuesday, the “Big 3” soda makers “pledged a 20-percent reduction in beverage calories consumed per person nationally by 2025 by increasing consumer education and aggressive marketing of smaller portion sizes, water, and other no- or lower-calorie beverages.”

I implore you, please stop, go back and read that again.

Coke, Dr. Pepper/Snapple and Pepsi, just pledged that in slightly over one decade, they will reduce our collective caloric intake by getting us to drink less of their product.  This is what the kids call a LMFAO moment.

As I pointed out last week, President John F. Kennedy pledged in the early 1960s to go to the moon and beyond before the end of the decade. And in just seven years we landed on the moon, walked on the moon and stuck our flag into its powdery soil. In the words of Neil Armstrong, it was, “one small step for man; one giant leap for mankind.”

Today, the Big 3 Soda Pushers have pledged to the world, through the Alliance for a Healthier Generation to reduce calorie intake by getting us to drink less of their sugary soda and more of their bottled water. And it will only take a decade. This is what I call “one more slap in the face for consumers.”

It would be nice to think that these global brands actually care about the past, current and next generation of human beings. But let’s not kid ourselves; your health is secondary to their interests. It always has been. It always will be. It’s not personal, it’s just business.