Sometimes you've got to admire their sheer audacity.
Talk about selling ice to eskimos.
We’re referring to those cunning folk flogging us all that bottled water.
Think about it. You can get perfectly healthy stuff straight from the tap for almost nothing, yet millions of Australians are forking out more than $3 a litre for the bottled variety, double the price of petrol.
Apparently, we spent more than half a billion dollars on bottled water last year.
The question is, just what do we think we're buying in those fancy bottles?