[NumberCruncher]

> The data set itself—gathered by marketing insight firm Nielsen—was huge, representing 45 percent of all food store sales in the city

This means that in the 5 households Nielsen used as a "representative sample of Seattle's population" one person got so overweight that he can't leave his flat any more and therefore he started buying his daily dose of soda online instead of buying it in his favourite store. Soda consumption drops by 20%. At least this is what Nielsen says. But hey, who am I to judge decades of financially successful quackery...