The new ban could crush McDonald’s ongoing cup size creep. (Photo by Mr. T in DC.)

Today, the New York City Board of Health approved Mayor Michael Bloomberg’s proposal to limit the size of sugary soft drinks.

Motivated by rising diet-related chronic diseases (along with healthcare costs), the mayor’s attempt to rein in out-of-control portion sizes has caused quite a media firestorm. Predictably, the soda lobby came out swinging, complete with an industry front group called, “New Yorkers for Beverage Choices.” A better name might be, “Soda Pushers for Continued Profits.”