How do you feel about a medical organization having a "partnership" with a soda beverage company?

Earlier this year, the American Academy of Family Physicians launched a “consumer alliance” program with the Coca Cola Co. Coca Cola pays AAFP an undisclosed 6 figure sum, and they, in turn, get access to put educational materials on the Familydoctor.org website. A number of physicians have resigned from the organization in protest. Do you think the doctors are overreacting? Or do you feel that the alliance is flawed and do you agree with them? Here are links:

AAFP announces consumer alliance
http://www.aafp.org/online/en/home/publications/news/news-now/inside-aafp/20091006cons-alli-coke.html

Here is an article critical of the move
http://www.huffingtonpost.com/marion-nestle/why-are-doctors-selling-o_b_317608.html#comments