Americans spent more money last year on bottled water than on ipods or movie tickets: $15 Billion. A journey into the economics--and psychology--of an unlikely business boom. And what it says about our culture of indulgence.

The largest bottled-water factory in North America is located on the outskirts of Hollis, Maine. In the back of the plant stretches the staging area for finished product: 24 million bottles of Poland Spring water. As far as the eye can see, there are double-stacked pallets packed with half-pint bottles, half-liters, liters, "Aquapods" for school lunches, and 2.5-gallon jugs for the refrigerator.

Read the full article at Fast Company.

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