New Yorkers for Beverage Choices PR Stunt opposes Bloomberg Soda Ban

The New Yorkers for Beverage Choices (NYBC) was started by the American soft-drink industry to raise awareness about the ban and get more public support. Pro-soda rights banners were flying low over New York City beaches in the Rockaways and Coney Island on 4th of July while moviegoers witnessed staff members wearing “I picked out my beverage all by myself” t-shirts.
NYBC also created a viral video called “Where Will It End”. What are your thoughts on this PR tactic?