Why is there a new pepsi logo?

I saw the new pepsi logo today courtesy of Peter Shankman.

While the logo got mixed response from blog readers, I was left with only one thought: why the hell is pepsi redoing their logo?!

Why do iconic companies change their brand and ultimately their image? I always believed the ol' adage "if it ain't broke don't fix it." Is pepsi truly that broken?

So what do you think? Is it good business sense to change something as iconic as the pepsi logo?