I can totally understand and appreciate the cost of $100 Million per year. Considering the spike in price of a Soda, it is no wonder people are stealing them. When you consider that a Soda at a Wal-Mart Vending machine is .35 cents and a Coke or Pepsi are priced at a whopping $1.25 in most places (much more in Major cities and Airports), you know that Coke & Pepsi are able to make their product for less than the SAMS brand at Wal-mart, yet they charge substantially more.
Fight back and stop purchasing their products when they are marked up like this. In the convenient store the 2-liter is $1.49-$1.99 and a 20oz is $1.49. GO figure!