Mayor Bloomberg sees himself as the Father of the city and the inhabitants of the city as disobedient children. If left to their own devices and decisions, they will, like any child make poor decisions. Therefore they should make as few decisions as possible. How much soda, or even if they should have soda at all, is not one of the decisions the public can be trusted to make. They need a benevolent Papa who only has their best interests at heart in guiding them as they become adults. Except, they never become adults.