Was Pepsi So Smart, After All?

Just a quick thought.  A few days ago, we were all patting Pepsi on the back for being different and for recognizing the power of social media when it was announced that they were abstaining from the Super Bowl advertising orgy this year and instead launching a socially conscious social media campaign.Today, when the ratings for the Super Bowl were released we find that with 106 million viewers, it was the most watch telecast EVER.  So, was Pepsi smart to sit this one out?