Consumers have already been conditioned to buy something they can get for free (water) by concluding that having it bottled is somehow safer than the retrieving it from the tap. Clever marketing and common perception have created an extremely profitable industry. Studies have recently shown, however, that this perception may not be entirely accurate, and according to "government and industry estimates" up to a quarter of all bottled water is actually bottled tap water! (see the planetgreen.discovery.com story here) If people are already willing to pay money for a perceived health benefit that may not exist, perhaps some will be willing to pay money for a rumored health benefit that definitely does not exist. Yes, I'm talking about the rumor (started here) that bog water has antioxidant properties and enhances libido (not true). This has been demonstrated repeatedly (never) by diligent (dubious) scientific (imaginary) research. So, spread this rumor as fact, and head to your local bog to be the first to start selling the miracle swamp tonic known as bottled bog water!