This is the kind of thing that shows how utterly foolish the overwealthy consumer is. This will sell fine because people think, for some reason, that water in a bottle is somehow better than from a tap. BBC NEWS | UK | Soft drink is purified tap water

I'm prepared to believe that if you're on the hoof and want a drink and choose water in a bottle (for easy carriage) from a shop, then that makes sense. But that can really only account for a certain percentage of total sales. Most are in restaurants and supermarkets, drunk at work (where there are taps) or at home.

At my work all water is Brita filtered and it's completely tasteless. Yet people pay a fortune to filter their water at home. We're just so damn rich we've lost all perspective, if you ask me.

The amount of water per head has fallen by two thirds in the last 30 or 40 years. And the rich world is using more than ever. The UN has been warning for years that the water table is dangerously low and we're doing precisely nothing about it.