Being Jerked Around by the Soda Contract

Does anyone else think it's strange that when the University renegotiated the soda contract they mandated that the prices go up? Or that the only substantive difference between the proposals was that Pepsi offered 56% of the profit margin, as opposed to the contractual minimum of 55.5% that Coke offered? Where does this money go, and what is being done with it? Anyone with information is welcome to share...