Not necessarily. Pepsi and Coke have both built quite legal relationships with a number of institutions like universities and fast food chains with the agreement that competitor products are not served. My university was a &quot;pepsi campus&quot;, you couldn&#x27;t buy coke products anywhere on campus. This is why people have to ask &quot;do you serve coke or pepsi?&quot; at restaurants. Of course this has far fewer effects that social network tie-ins, but its not a new idea.