So on the surface, it looks like a publicity win-win-win-etc when the Dr. Pepper folks good naturedly agree to pay up on an outrageous bet that they made with the public. That is until the public tries to collect and their website is inaccessible because of the slam in traffic (which they should have anticipated).
CONSPIRACY THEORY ALERT: Or maybe they purposely held back on shoring up the website so they wouldn’t have to payout all of their “23 flavas”
UPDATE: (thanks to Doug – see comments) They’re trying to limit brand damage. Dr. Pepper has extended the offer until 6pm Monday