They're drinking it up in New York
New York City's tap water has been called among the nation's freshest. It's so good that a young entrepreneur is bottling it and selling it for $1.50.
He and Flax knew that gas-guzzling trucks and planes were often used to ship bottled water across the country or from other parts of the world. They knew New York's system is almost entirely gravity-driven, delivering water without emitting greenhouse gases.
They figured enough people are suffering from a guilty water-gulping conscience to make Tap'd NY a hit.