If you extrapolate, plus look at the hints Coke has been dropping...
Coke must be working on a phone app that allows you to configure your "preferred" drink at their multi-selection syrup dispensers. Yes, you can accomplish it with RFID, but If each individual machine is internet-aware, then it can geo-fence to know who is near the machine, report syrup levels for restocking, as well as more accurately track a customer rewards program. We can't rely on phones to have NFC/RFID, so they need to come up with some other way of communicating. If you can get the machine on the LAN of the restaurant, you can do all sorts of stuff... promotions, push notifications, preferences, etc.
Actually, just found that all Freestyle machines are already RFID enabled, since 2009.