What (and Where)'s the Deal?

What is up with consumer product contests these days? I mean, I get that the internet is a great tool and it helps draw people to the product and all, but explain to me how this contest is better for anyone, including the company: Dr. Pepper is running a "1 in 6" contest. The idea: you buy a bottle of Dr. Pepper, any variety, you look under the cap - hardly a new concept - and see if you win. There's a "UWIN" code if you're an instant winner; just 16 other numbers and letters if you're not. Either way, to redeem said codes (and find out if you've won one of the non-instant prizes), you have to enter the codes on Dr. Pepper's website. The "UWIN" code means you've won a free soda. Okay, great. But to get the free soda, you have to enter the code on the site, and they SEND YOU A COUPON FOR A FREE SODA. Was it not easier to just print "free soda" right on the cap and let people just turn in the cap for the soda? I mean, I know that making everyone register on the site means they collect a lot of consumer data, but at what expense? They now not only have to pay for all those free sodas, they have to pay for paper to print the coupons, envelopes to mail the coupons, postage to mail the coupons...is this really worth it just to get people to the website? It sure as heck ain't worth it for the customer to get their free soda. I miss the good ol' days, people.