A "Neophiliacs" moment

The headline on page 29 of today's Guardian asks: "Has Coke become the new McDonald's?"

The answer, according to the text, is no:

When self-described anarchists interrupted the carrier of the Olympic torch on route to Turin ahead of this year's winter games, it was not the athlete's running shoes they objected to, it was the presence of Coca-Cola, which had spent $66m (£35m) to become the main sponsor. Coke is the new Nike.