What's the point of a video Coke machine?

I was in a shopping mall recently when I saw one of these for the first time.  Now the touchscreen for choosing your soda is something I totally understand;  touchscreens are cool and fun and just an inevitable part of where the future is headed.

But what I don't get is the video portion of it.  Is anybody going to be convinced to buy a Coke by the TV screen?  If you're there and standing in front of it, you've probably already made your decision.

This reminds me of the little TV's at gas pumps, but how long does it take to buy a soft drink?  It doesn't really strike me as an activity where it's nice to have some entertainment in order to pass the time.  If anything I think the video player is counter productive.  The machine shouldn't want people dawdling there watching it, it should be designed to get them to move away as fast as possible so it can move on to the next customer.

Anyway, this clearly isn't as awesome as the Coca-Cola "Freestyle" Machine.

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