The plan was that as the temperatures outside got hotter and the demand for an ice-cold Coke rose, the machine would automatically raise the price of a Coke. The important thing here is to understand that there was not issue with Coca-Cola being able to meet the supply side issue. Their bottling plants have the capacity to pump out all the sugar water that can be consumed. The only issue here was that when someone is hot and thirsty they are willing to pay more to quench their thirst. Needless to say, when the general public got wind of this their reaction was loud and clear bring on the Pepsi.
Gasoline is a great example of just how the system works.
Have you ever noticed that within a day or so of any major action by the oil producing countries to increase the cost of a barrel of oil that the pump price goes up. Yet, when the cost of a barrel of oil drops it can take weeks or even months for the price to drop. However, I do have a problem when a business tries to take advantage of me just because of the circumstances. And I don't think I'm alone. The American consumer is starting to tell greedy businesses that there are other games in town.