An oil executive compared the price of oil to the price of Coca Cola, saying that $60 dollars a barrel was ‘really not that high.’ While the analogy may be telling, it warrants the examination of some relevant differences between the two commodities. Namely, oil is near vital for today’s economy to operate: as such, it has a distinct nature from the fetishized Coca Cola, which society could do very well without. One might as well compare oil to a Starbucks latté — both comparisons are equally absurd. Our society is not fueled by high-fructose corn syrup and carbonation.
Coca Cola is priced highly simply because it is a luxury (in comparison to oil) and, simply, people will pay for it. Though both commodities are subject to the same laws of supply and demand, oil is somewhat more rigid: society is at the mercy of undemocratic backroom meetings by conglomerates like OPEC when it comes to petroleum. Oil prices are not nearly as responsive to the buying habits of the public (both by their nature and by the fact that the public has yet to greatly alter those habits).
Though Coca Cola is more expensive, it is also inconsequential in the grand scheme of things. If the price of Coca Cola had tripled in the past 6 years, likely many people would have given it up. Our society, on the other hand, does not have the luxury of renouncing oil overnight, the role of crude being so integral to our lives.
So, when the exec goes on to say that the fact people are still buying SUVs and running their air conditioners on high is a sign that people don’t care about gas prices, he should think again. The wasteful habits of the moneyed bourgeoisie are no evidence for a societal acceptance of murder at the gas pump.
I dare say that a 16 oz bottle of Coca Cola gives us more pleasure than the convenience we get from an equal amount of gasoline (about 3 miles of travel on 25 mpg, which in itself is generous).
It is altogether unfortunate that our capitalist society drags its heels in the face of Peak Oil. I agree that oil will have to remain at above $4 or $5 before people in America will change their ways. There is no Peak Coca Cola, nor is Coca Cola ruining our atmosphere. The analogy is a poor one, at best, and grossly misleading at worst.