The bottled water industry must be really, really worried. Today’s New York Times has a full-page ad from the International Bottled Water Association promoting the health benefits of bottled water (“So, as far as we’re concerned, the drink in everyone’s purse, backpack, and lunch box should be water”), its use in emergencies, and its environmental friendliness (“The bottles our member companies produce are 100% recylable”). You will be pleased to know that the Association supports “new, more comprehensive recycling laws to reduce the amount of plastic waste in our environment.” The Association says: “We realize that there are many different points of view on these issues. We want to hear your thoughts.” They do? They should read today’s letters to the editor. If you want them to hear your thoughts, you can do so on their site. What do full-page ads in the Times cost? $80,000? That’s a lot of bottled water.