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There's a huge soft drink war taking place. Pepsi taking on Coke. So many new flavors! Coke isn't afraid to stamp the words for a limited time on the side of the bottle. This is how we embrace change. We expect it in the consumer world but not our personal atmosphere. Lays potato chips are constantly sending us new chips with unique textures and flavors. How about this new sports drink Prime. But they're doing it on the web so I have to do it too! How you doing with that image in the mirror? Whoa. Suddenly nobody likes change. No matter what's taking place around us we keep jumping back into our non changing ways.