19 Jul '12, 5pm

"This is one of those things that makes you realize that everyone now is just as dumb as everyone in the Middle Ages."

Bottled water is often just tap water in a bottle . But a new store — excuse me, a new “water cafe” — in the East Village is basing their entire business plan on that concept: They sell nothing but bottled tap water. It’s a little bit mystifying why anyone would buy a product available for free in EVERY SINGLE APARTMENT and EVERY SINGLE RESTAURANT and EVERY SINGLE PARK. But the proprietors of Molecule have a pitch, the Wall Street Journal reports . This tap water is no ordinary tap water. It’s tap water that’s been subjected to a bunch of BS quackery. And that’s expensive! Not just any tap water, insist the owners of Molecule. They say the water streams through a $25,000 filtering machine that uses ultraviolet rays, ozone treatments and reverse osmosis in a seven-stage processing treatment to create what they call pure H2O. In other words, they want to sell you perfectly g...

Full article: http://grist.org/list/water-cafe-sells-filtered-bottled-t...

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