As a kid, the hug was a forced, embarrassing charade that was thrust upon you when your aunt was leaving or someone died.
While you've probably grown more tactile with age, the hug has only ever brought you slightly closer to people and not offered up any visible goods as a reward.
Until now that is.
Sugary dream-makers Coca-Cola have launched a new vending machine which offers up a free can of Coke every time a thirsty stranger gives it a hug. It lives at the National University of Singapore and is part of their Open Happiness project.