Coca Cola on the Brain

In an interview, Katie Bayne, president and general manager of sparkling beverages for Coca-Cola,

debunks neuroculture:

Q: What do you say to those who believe that sugar — particularly in soft drinks — works on the brain like an addictive substance?

A: There is no scientific evidence.

While the entire interview is clearly weaseling, Bayne's comment is striking because it identifies the real issue with much that passes for brain science in the public sphere - its simplistic, involves too much modeling, and is not grounded. And when the rubber hits the road, as for example when people want to make claims about sugar and the brain, everything sacrificed for neuro hype becomes a problem.