Oh my… the amount of BS that was written in that document was something truly enlightening. To think that BS cost tens or hundreds of thousands of dollars…

There's a pretty convincing theory that the BS is intentional.

This document has been circulating for many years and keep being reshared and the Pepsi brand is reinforced everytime.

I think this comment helps me to finally understand the concept of memetic evolution - you are seeing intelligent design, but it's possible that this document just organically was chosen through its version of "natural selection" to be one that has propagated.

What do you think sells pepsi cans? Why are there only two brands in the United States that have meaningful market share in the dark syrup + water industry? Do you think it's because of something done by engineers in a basement with papers stacked up to the ceiling, or do you think it is possible that these two companies are global experts in capturing the attention and imagination of billions of people and have done so better than anyone else in human history using the shape of a can, a logo, and a font. If you don't buy the rationale provided in that document, fine, but rationality doesn't sell trillions of cans of syrup water, Vitruvian Man, Golden Ratio, Feng Shui, earth Geodynamo 'woowoo' does.