Is this the pet rock of the grocery industry?

Maybe you're too young to remember pet rocks. They were just what you imagine.

This morning at the grocery store I came across a box of water labeled "Just Water."

But that's not all. On the side of the box it said, more or less, "This water [no mention here of babbling brooks or artesian wells] is protected from UV rays [and various other vaguely described catastrophes] by this box made of paper from certified forests. [Here I closed my eyes to see a unicorn gambol across the screen.] Who wouldn't want a sip?

I didn't stay to check the price. I was afraid I might buy a case.

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