This month there was a strong reaction against the new Coke ads running on the subway windows. The MTA has now spoken up and the organization's Jeremy Soffin tells us that it's merely "a month-long pilot designed to test the effectiveness of this material in discouraging scratchiti. We are evaluating both whether to test this further to fight scratchiti and whether it is a potential source of advertising revenue, although the focus is on the scratchiti at this point." more ›