Are you really not understanding? If Pepsi Cola decided not to make Quetzalcoatl the face of their brand because of his sordid history with human sacrifice, I would agree that they, as a company who wants to protect their image, have the right to make those kind of decisions for their brand. It doesn’t matter that Quetzalcoatl was simply a product of his time when human sacrifice was legal and acceptable. Pepsi is free to decide they don’t want to be associated with it. That is true for any organization regarding any person or subject matter they deem controversial, no matter if that person is living or dead, a part of ancient history, modern history, or present day society. It’s a very simple concept.