"This is my favorite of the explanation: Soft drinks are just a marker of this lifestyle," said Dr. George Blackburn, associate professor of nutrition at Harvard University. "The message has to be a healthy lifestyle: Eat less, eat healthy and be physically active."
Vasan and his fellow researchers noted in the study that there may be other reasons for the apparent link between diet soda consumption and metabolic syndrome. Perhaps, he said, consuming more liquids while eating has some impact on satiety.
Another factor at play, said Andrew Flood of the University of Minnesota Division of Epidemiology and Community Health, might be the fact that many diet soda drinkers started off as regular soda drinkers -- suggesting the damage may have already been done by the time they made the switch to diet cola.
"People who like and therefore drink a lot of soda will become obese," he said. "People who don't like being obese will switch to diet soda. Classic reverse causality. But this is just guessing. From these data, we have no idea what the real answer is -- all we can do is hypothesize."
Or maybe the sweetness of cola -- whether it's natural or artificial -- has the effect of priming the taste buds for more of the same.
"Diet soda is formulated to taste just as sweet as nondiet," Deen said. "Therefore, it has the same impact on taste threshold as regular soda.
"What this means is that soda drinkers are less likely to enjoy the taste of an apple or a fresh tomato and more likely to need stronger flavors (like salt) to make their food taste good. This may be part of the explanation."
Dr. Meir Stampfer, professor of epidemiology and nutrition at the Harvard School of Public Health, supported the possibility of such a link.
"Some people have speculated that the habitual sweet taste alters other food preferences in an unhealthy direction," Stampfer said. "This seems plausible, though I do not know of solid data on that."
But as far as regular beverages are concerned, he said, the connection may be much clearer.
"The added sugar of sugared beverages surely contributes to obesity and other aspects of the metabolic syndrome," he said. "Sugared beverages are the No. 1 source of calories in America, compared with all other food items."
But while the new research paves the way for some interesting debates in an already contentious battle over how bad that can of cola really is for you, there is one point on which all nutritionists seem to agree: Americans would do well to pass on the bubbly beverages just the same.
"'Don't drink soda' is a very good message for people to hear, but there are many good reasons other than this study to deliver that message," said RAND public policy expert Dr. Paul Shekelle.
Even if it doesn't prove that soda can kill you, Connie Diekman, director of university nutrition at Washington University in St. Louis and president of the American Dietetic Association, said the discussion in which the authors engage is a valuable one.
"This study doesn't provide an answer, but the authors discussion of the impact of overall diet is important," she said. "Many consumers are trying to find 'the' cause for obesity and other disease risks, when likely the answer is in your overall lifestyle -- a message that many people don't want to hear."
"As a registered dietitian," Diekman said, "this study gives me one more piece of research to support my message that healthy eating involves making the right food choices, not avoiding or blaming single foods."