The answer: the original founder didn't think bottled Coke would catch on, so when a bunch of lawyers made a proposal to buy syrup at a given price forever, he took it just to get them out of his office.
Bottled Coke took off, and Coke couldn't raise the price of syrup - but it could put the nickel price prominently in every ad it published. It took the syrup buyers 70 years to capitulate.
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