The Cult of Diet Coke. I myself am a hopeless addict. I actually paid $2.70 for a friggin’ 600mL bottle the other day because I needed the fix and that damn price-gouging gas station was the only supplier in the area. It infuriates me, especially since Coles always has the two-liter bottles on sale for, like, $1.75. But society deems it not “cool” to lug around two liters of your favorite soda, so I must pay for the “convenience” of having a smaller bottle. Such is the pain of the Diet Coke addict. (Link courtesy of not martha.)