I believe in sugar free soda as an alternative to regular soda, however the "experts" in this article are completely off base to say it is a no brainer to tax other sugary items. Sure, reduction of sugar intake -via soda- was reduced per the article, but sugar intake is not even the right measurement of success. The right measurement is health, were BMI, obesity, diabetes, heart problems, or overall mortality rate reduced. You can cut all the sugar you want but if you are consuming other carbohydrates or calories as a replacement, then you are doing all for naught. Not saying its true, but imagine someone whose hunger is satiated by consuming small amounts of sugar resulting in overall lower calorie intake. Again, sugar intake is a meaningless stat without the resulting health impact being taken into account.