Maybe it's just me (and it seems like it is), but this shot deserved a score more along the lines of 6.3 or 6.4.
+1 for cleverness in the title
+2 for excellent and creative crop/composition
+2 for beautiful imagery, quality and detail on the subject
+2 for good subject posture and expression
-1 for blown highlights on his hat
Fantastic. It's good, real good. This deserves "a longer look" from the voters. You were cheated. Part of it may be the "product placement" in the title, people didn't get it, and/or didn't think it fit perfectly with their description of he challenge.
I faved this, and I don't fav much.
ETA: Need to see more detail, sharpness, and/or focus on the coke can and the guy's face.
I had this one marked a 6-- was going thru to comment today so I got to study the image more... WOW! I was wrong! Moved up to a 9! Great detail, great color!, great contrast! Awesome image!
I like the back-lighting and the color composition. The crop appears initially a bit rough, but works with the "pillar" in the background. The title also appears a bit rough, but unfortunately I couldn't find anything to make it work for me. (not voting)