When I was growing up, my parents would tell me about when a can of coke cost just a nickel. When I was a small boy I remember there being vending machines where you could get a can of soda for 2 quarters. My favorite example though is that in 1997 I could purchase a 20oz Mountain Dew for 94 cents. And there was a chance that I would win a free Mountain Dew if the bottle cap was a winner. Now that same Mountain Dew costs anywhere between 2.50 and 3.50 at the same type of stores.