A few things I noticed...
"Self-Serve Sells"
Yeah, but self-serve also steals... I always wondered why they had no way of preventing theft from those machines, like having the cashier be able to control when the machines were turned on- they only turn on while a paying customer is filling their cup. I'm surprised this wasn't mentioned in the article.
The number of people I've seen walking around with water cups full of soda carrying a Diamondback cup tells me otherwise.
This gives me a great mental picture of a cart with a huge sign that says "Coke!" followed by three more different carts that say "SPRITE!", "DIET Coke!", and "PIBB XTRA!".