The newbies always find the best stuff. Or the worst stuff, as the case may be. Reported at Flyertalk, by hawkandhoo: 33% increase at My Coke Rewards for a free Coke (30 points to 40) and a 4% increase (Okay, that one is not too terrible.) for a 12-pack, 240 to 250. Those are among my favorite rewards, along with the movie tickets, which appear to be unchanged.
Still, free is free. Now, it's just a little pricier free.