Yes. This is what everyone is overlooking. I wish he didn't spend so much time glorifying the "nanny" aspect. That's just going to cause everyone to write him off as a liberal nutcase.
It is a fact that the beverage industry has used marketing and advertising to manipulate the population into buying ever larger servings of soda. The 7-ounce size once considered normal is not even available for sale any more. Numerous studies have shown that people presented with larger portions will eat and drink more, regardless of if they would have felt satisfied eating less.
Make no mistake. Your "choice" of beverage sizes is not a free one in any case.