This is an example of where coming to the comments first saves you a click - this is just price controls packaged differently. Price controls not working is about as consensus a view as you can get in economics. In their example, you don't get cheaper Pepsi, you don't get Pepsi at all.

Hilariously, they mention price and wage controls during WWII as an example of it working! I think that's up for debate to put it mildly. One famous thing that came out of wage freezes at that time was health insurance provided by employers. Had to attract talent somehow and salaries were capped.

More broadly, I don't believe humans have the capacity to foresee second and third order effects of policies like these which is what makes them so dangerous.