They’ve bottled NYC tap water.

Jerry is rather down on the whole deal. I’m not, especially if you subscribe to the theory that bagels made with New York City tap water are vastly better than the rest.

As a Kentuckian, I can understand the whole “there’s something in the water,” since in Kentucky … there is something in the water. It’s limestone. And it makes good bourbon and grows grasses perfect for horses to munch on.

So, yeah, it’s all cheesy and probably lame that New Yorkers are selling tap water as a green anti-corporate we-hate-marketing-so-we’re-using-that-fact-as-part-of-our-marketing-plan scheme. But now everyman mythbusters get the chance to explode the myth that NYC tap water makes better bagels. And if the myth is exploded, then New York becomes less special to the rest of the world … and you know how that kind of thing bothers New Yorkers and pleases the rest of the world.