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Completely disagree. Summer is my favorite season and would remain so in the complete absence of PR.
This post reminds me of a friend in the ad business who told me people only think iced drinks taste better because in the early 1900s some advertising genius created a campaign to convince people of that. No, sorry, cold drinks are more refreshing. The ancient Romans thought so too, and used to haul ice down from the Alps, centuries before the advertising industry even existed.
You don’t need refreshing if you’re not already overheated.
There’s a difference between refreshing and better tasting though. Hell, all the beer companies in america know that, which is why you get things like the coors campaign of the mountains changing color if the beer can is cold enough, because cold suppresses your ability to taste. They know they taste like shit but because they’re so cold they are ‘refreshing.’