A new CNN story interviewing PRCG CEO James F. Haggerty asks the question: If there are multiple lawsuits alleging that the high levels of caffeine in Panera’s Charged Lemonade cause injury and death, why is the product still on the menu?

Jim Haggerty’s take: “Very often in lawsuits, there is a knee-jerk reaction among lawyers to do as little as possible publicly out of some vague fear that you are exposing yourself to additional liability.”

“It’s a cost-benefit analysis,” he added, “the loss of reputational value will often outweigh anything that occurs in the courtroom. History has shown over and over again that the drip-drip-drip of negative publicity will cost a company far more than any lawsuit.”

The full interview can be found here.