We are the first to admit that our industry makes beverages with calories – and we also do our part to remind our readers about the wide range of choices with reduced or zero calories that are available today.  But what gets us concerned and confused is when our critics use their “fuzzy math” to try and spin a tale of how taxing or banning soda – or other sugar-sweetened beverages – is the solution to obesity.  Maybe they taught math differently when we were in school, but for those of us here at Sip & Savor, 7 percent of the calories (which is what all sugar-sweetened beverages contribute to the average American’s diet) does not equal 100 percent of the obesity challenge.  By every measure, sugar-sweetened beverages play a small and declining role in the American diet.  Even a recent report found that in 2010, U.S. children consumed 68 fewer calories per day from added sugar in soda than in 2000.  Yet, obesity is not on the decline.  Doesn’t add up, does it? Clearly it’s time to step back and look at the whole picture.  As long as some keep focusing on one food or beverage and ignoring the multitude of other contributing factors to obesity, there will continue to be “talk” but no real conversation.