You're all forgetting that we human beings are acidic ourselves! That's why the Coca Cola doesn't damage our guts normally. That's why we have to careful about touching things like brass, etc - the oil from your skin is acidic enough to do damage. Remember way back when the biggest marketing phrase for shampoo was "try our new non-alkalai forumla" - well, that just sounds prettier than "our new acidic formula" but they mean the same thing!