The 99 is a medium-sized chain of basic American food eateries that's been around Greater Boston for ages. Up 'til now, it was never my first choice but I was willing to stop there if it seemed the best option in whatever strip mall I found myself in.
But until it takes down its current "craveworthy" ads, I will find somewhere else, and I will probably switch away from the radio station running them (98.5 The Sports Hub, I'm thinking of you). That's probably not the reaction they were going for.
I'll concede that uncertainty has been developing in my stance on soda taxes. For me, they are such an obvious target — there's NOTHING essential about sugary sodas, and lots to argue against them.
But where does it stop?