There's a funny anecdote from Professor Ian Roberts that he tells at the launch for his book "The Energy Glut".

He was approached by coca cola to carry out a study for them and they even suggested they would write the proposal for him so they could work together.

He suggested his own proposal that he research the road deaths and injuries attributed to transporting their nutritionally valueless sugary drink around the world.

He didn't hear back from them!

Sauce: https://www.youtube.com/watch?v=tjPA_dlXoVM