Bottled water is a part of everyday life for millions of Americans. Per capita consumption in the United States now tops fifteen gallons per year with sales over $5 billion in 2002. Even as fuel prices climb, many people are still willing to pay more for a gallon of bottled water than they are for the equivalent in gasoline. At the same time, bottled water has become a symbol of refined taste and a healthy lifestyle. But despite its growing popularity, many people cannot quite put their finger on just why they prefer bottled water to the much less expensive tap variety. Some have a vague...