In its first chance to construe new First Amendment commercial speech doctrine articulated last spring by SCOTUS in 'NIFLA v. Becerra,' an en banc 9th Circuit panel united to block San Francisco's soda advertisement health warning, but split four ways on why the compelled speech was impermissible. Competing amici Wen Fa (Pacific Legal Foundation) and Ted Mermin (Berkeley Law; Public Good Law Center) unpack the ruling and the emerging doctrine.