India’s Supreme Court is trying to find out why Coke and Pepsi have painted advertisements on the side of the Himalaya Mountains. I know this sounds like a joke from The Onion misreported by Beijing, but I assure you that this story is a reliable one from the BBC. Apparently this is not a case of just one piece of graffiti, but a series of advertisements along a 56-km stretch of mountain side that is supposed to be “protected by environmental laws.” This is just corporate marketing arrogance gone out of control; do they really think that the Himalayan monk demographic is going to be the site of the next Cola Wars?