Sometimes I’m amazed at the hubris of companies like Coca-Cola, who today announced a new program to encourage physical activity in our children. The program is called "Live it," and will feature sports stars like Lance Armstrong urging sixth grade kids nationwide to stay active. While the idea is laudable (and smart from a corporate image standpoint), it’s also deceptive since Coke is selling its soft drinks in thousands of middle schools around the country. Instead of positioning themselves as a solutions provider, Coke should find other ways to make money and pull its vending machines out of our nation’s middle schools. A little less Coke and a lot more exercise would start putting a dent in our nation’s childhood obesity crisis.