On the evening news:

"A huge storm blew through southwestern ontario today, leaving the roads unnavigable due to ice and snow, trees downed from the wind and power outages across the province and schools, buisnesses, everything really has shut down due to the weather. Have no fear! Zehrs is open, and pop is on sale!"

Ok, so not really on the news, but you get the idea. Stoopid people who need pop for $2 in a storm.