There was a time not too long ago when people scoffed at the idea of having to pay for water. Their complaints seemed fairly logical. After all, water is a natural and abundant resource in our country. With the exception of perhaps a municipal water bill, H2O is pretty much free. Yet, those rudimentary observations made back in the 1980’s did not stand the test of time.

Companies like Coca Cola, PepsiCo and Nestle have turned a fairly basic concept into a significant market niche with bundles of cash. Through fear campaigns and well thought out advertising, Dasani, Aquafina, Poland Springs and countless others have become household names. We now know “what it means to be from Maine” and can feel safe that the water we are drinking is clean. Or can we? The Natural Resources Defense Council says that “No one should assume that just because he or she purchases water in a bottle that it is necessarily any better regulated, purer, or safer than most tap water.” Their findings indicate that 60-70% of the bottled water market is actually exempt from regulation.

Yet, consumers like me continue to buy water or purification products (e.g. Brita) in bulk. What makes our current society so obsessed with bottled water and afraid of tap? Generations past got us to the moon, stopped dictators like Hitler and made major technological advances, while drinking faucet water.

Well, it seems like companies are trying their hand at a new natural resource scheme. Canned oxygen is gaining momentum and has attracted some major distributors in recent years. Yes! Mel Brooks’ satirical premonition in the box office hit “ Spaceballs” has finally come to fruition. Trendy oxygen bars started the fad but have since died out. Compressed air has taken over the oxygen market and can be found in easily portable containers that come in various sizes and flavors.

Colorado is home to a large number of outdoor enthusiasts. Combined with the high elevation, I wouldn’t doubt that this would make a profitable market for companies like Big OX. As a realist, I still have my doubts about the American public being able to resist spending disposable dollars on such an odd concept. But who would have thought that I would be drinking water out of a bottle as I finish typing this?