At $42 a bottle, water is a much better business: http://www.gadling.com/2008/02/14/water-for-42-per-bottle-what-is-wrong-with-people/ "I went to Claridge's Luxury Hotel in London and was given a water menu with 30 international brands to choose from. 30! According to a recent article in the BBC: For the most refined palette there is fine artesian water from Japan at $30 a bottle and $40 a bottle, or Mahaolo from Hawaii, described on the menu as "rare deep sea water" that is "very old." And Just Born Spring Drops from India is apparently "light and not aggressive," at $42 per bottle. WHAT!? THAT'S MORE EXPENSIVE THAN A GOOD BOTTLE OF WINE! And this stuff sells? "We wouldn't do this if there wasn't a demand for it," says the hotel's public relations manager.