Magical thinking is the bedazzled duct tape we slap onto reality to avoid facing the truth. It lets us take something objectively terrible—like a 20-ounce bottle of fizzy corn syrup—and slap on enough gloss, hashtags, and buzzwords to make it seem like an act of wellness. It’s how you turn poison into a product. And that, in essence, is what Ellen Cushing unpacks in her incisive Atlantic piece, “The Drink Americans Can’t Quit.”
Once upon a time, Big Soda was king—until the internet’s favorite shirtless gym bros decided that guzzling sugar water was about as cool as smoking indoors. Sodas became the new Marlboros: once iconic, now socially repellent. But like any villain in a rebooted franchise, soda didn’t die. It got a makeover. Now it struts back into our lives wearing a new name tag: energy drink, boba tea, cold brew, mushroom latte, functional hydration. Same blood sugar spike, new marketing copy.
Cushing doesn’t just document this cynical rebranding—she vivisects it. The modern “status beverage” has evolved into a Trojan horse of marketing genius: wrapped in virtue-signaling wellness language, dressed in neutral tones and matte cans, and fortified with meaningless additions like adaptogens, B vitamins, or vaguely defined “nootropics.” These drinks promise energy, clarity, even spiritual alignment—because what better way to mask liquid candy than by suggesting it unlocks your third eye?
But the rot remains. These drinks are still what Cushing calls “a remarkably unhealthy, nutritionally inessential product that costs pennies to make”—only now, they’re draped in the aesthetic of self-care. We’ve replaced high-fructose corn syrup with high-gloss delusion. It’s not soda, you see—it’s a wellness ritual. A personality in a can. A lifestyle choice with a QR code.
And it works because the industry knows exactly who we are: vanity-ridden optimists with just enough disposable income and just little enough critical thinking to fall for it again. We don’t want hydration; we want a vibe. Something that fits in our hand, photographs well on Instagram, and makes us feel like we’re doing something good for ourselves—while doing the exact opposite.
Cushing’s essay left me seething, in the best way. Because once you see the scam, you can’t unsee it. I don’t care if your can is minimalist, if your label says “plant-based,” or if Gwyneth Paltrow herself handed it to me with a smug nod. If it’s just soda in yoga pants, I’m out.
So no, I won’t be purchasing a $5 can of turmeric-infused, adaptogen-enhanced, crystal-charged carbonated nonsense. Because once I understand the con, drinking it would feel like punching my own dignity in the face. I’d rather hydrate the old-fashioned way—with water and a shred of self-respect.
Cinemorphosis 
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