"Tea with us became more than an idealisation of the form of drinking; it is a religion of the art of life. The beverage grew to be an excuse for the worship of purity and refinement, a sacred function at which the host and guest joined to produce for that occasion the utmost beatitude of the mundane."

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Take the folks at Coca-Cola. For many years, they were content to sit back and make the same old carbonated beverage. It was a good beverage, no question about it; generations of people had grown up drinking it and doing the experiment in sixth grade where you put a nail into a glass of Coke and after a couple of days the nail dissolves and the teacher says: Imagine what it does to your TEETH! So Coca-Cola was solidly entrenched in the market, and the management saw no need to improve.

— Dave Barry