Every bar should do this

not really a lot. but definitely a bit.

Well, I guess lives are worth revenue for some people :)

As a restaurant owner I do this. Coffee and soft drinks are the profit leaders for restaurants. Soft drinks are between 5-10¢ and coffee is around 20¢ a serving. The purchases from the group of alcoholic beverages are what makes the profit margin. Every restaurant/bar should do this because the serving of free non-alcoholic drinks to DD doesn't even make a dent in the profits of the establishment.

Yeah, another example would be that a bottle of Ketel one cost around $35. Lets say the bar charges $5.50 for a Ketel one and soda. That's one shot for $5.45 (soda from the gun will be .05 a serving). The average is 30 shots in a bottle... so at cost the one shots from the bottle is $1.17 making a profit of $4.28 per shot. You would have to give away 86 servings of soft-drinks to offset one vodka-tonic from the group.