Of course it does. Let's just calculate the revenue of two scenairos:
Person A consumes 2L of Coke every day. Dies an early death at 45 year old. 2L coke is ~$2. From the age of 18 to 45 that person spent $19710.
Person B is good at consuming things with moderation. Drinks one 7.5 oz Coke per week, and lives to the ripe old age of 90. A ten pack of 7.5oz coke is ~$6. That person spent from the age of 18 to 90 about $2252.
You can of course tweak the assumptions, but the thing is sugar doesn't kill anyone that fast. People by and large don't drop dead in years from overconsumption of it.
