A company called Affirm Water is going after the health market, especially folks who feel guilty about drinking bottled water. They’ve just announced “the availability of 32 oz or 20 oz stainless steel, reusable, non-leaching, customizable water bottles with a positive affirmation” etched on it. (OK, it reads, “I am water, water is life,” if you MUST know.) It’s not a bad idea for those of us who suck down gallons of the stuff like a potted plant, but a quick search of their site found that the 32 oz bottle goes for a rather healthy $15. Why, for that much, we could get like, four cases of Poland Spring on sale at Target. And now we realize we just outed ourselves as not-all-that-green-after-all. Pity.