A system that demands infinite growth from a saturated market leaves no options other than making things consistently worse than they were in the previous quarter. Anyone who would drink Coca-Cola is already drinking it. So how do they produce growth? They do it by cutting wages, demanding more productivity during the same number of hours, cutting benefits, raising prices, decreasing the amount of product you get for the same price, stiffing distributors, using cheaper ingredients, moving jobs to third world countries, killing labor activists, and all sorts of other abhorrent behavior. This same concept is true for every other saturated market, which is almost every market this late in the game.