Policies that gain controversy in their engagement with obesity are helpful for making a very public (yet uncomfortably avoided) issue further visible. It's hard to talk about obesity, private or public. Policies like the soda rule can be vehicles for those discussions to take place.
If nothing else, such a ban forces the consumer to stand up to get a refill, which may allow time for the individual to exercise some self-control as well as actually get a moment or two of physical exercise.
The American Cancer Society (ACS) believes that the health risks of drinking soda should be viewed by U.S. health officials in the same way that they viewed the health risks of using tobacco in the 1960s.