A terrific post by Grant McCracken - Who's Coke Is It, Anyway? - which observes the latest trend among Coke fans in the US: buying the Mexican version of the brand at a premium. Apparently instead of embracing this, Coca-Cola is trying to stop it. Grant says

TCCC is acting like administrators of the Roman empire who have discovered that they must now contend with a small group of enthusiasts in Gaul who worship Rome and Romanness with new intensity. The Roman decision: put them down! Because the passion of the zealot is dangerous even if it happens, for the moment, to run in your direction. It's the principle of the thing. "We don't want your zeal," says the administrator, "we just want your obedience."