At the last two movies I've been to, they played a Coca-Cola commercial before the previews. It showed several flashy, bouncy sequences where one person would toss a can or bottle into a recycling bin and immediately someone else would get a full pop from a vending machine. The tag line was "If you've had a Coke in the past 85 years, you've been part of the biggest beverage recycling program in the world."
I really hope they meant to say "beverage container recycling" rather than "beverage recycling." If they're turning old containers into new ones, hey, count me in. If Coke is putting urine - filtered, treated, evaporated, condensed, sliced, diced, or otherwise - in my pop, I'm switching to something else.