I think he's right, or at least more correct than the soda tax supporters, many of them who have even gone so far as to demand a tax on diet coke while none on fruit juices (for comparison, 100% natural apple juice has about the sugar, calories and acidity of regular coke, diet coke has about 50-100 times calories), because "Hurrdurr, something something artifical baaa-aaa-aad, something something natural gooo-ooo-oood!"