Actually, I think it's kind of neat
A guy named Andrew Kim has designed a new bottle for the Coca-Cola corporation. It's square, and stackable, meaning there's a lot less wasted space in shipping. It's also made from sugar cane byproducts, and it's easily collapsible, for the post-consumer phase of the lifecycle. Kind of radical, and yet not unpleasant to look at. Of course, it would lose the classic "Mae West" design completely, and that's kind of like throwing away a bit of history...