Fishman, author of The Wal-Mart Effect, writes this month in Fast Company about our love of bottled water, which he says “is not a benign indulgence.”

Check out this quote:

In San Francisco, the municipal water comes from inside Yosemite National Park. It’s so good the EPA doesn’t require San Francisco to filter it. If you bought and drank a bottle of Evian, you could refill that bottle once a day for 10 years, 5 months, and 21 days with San Francisco tap water before that water would cost $1.35.

That is what a sticky idea sounds like. I felt my brain squirm when I read that paragraph. I think Fishman may have single-handedly shamed me into giving up bottled water. You?

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