Imagine a Franchise of Your OwnBy Kent Shocknek

It’s what makes America great. Two guys, selling tap water to  oblivious naive trend-chasers savvy, health-conscious consumers at $2.50 a bottle.

In New York’s East Village, Adam Ruhf and Alexander Venet have opened the Molecule Water Cafe, where New York City tap water is run through a –according to the write-up–  “complex seven-step process… that uses UV light, ozone treatments, and reverse osmosis”  to turn ordinary tap water into ordinary tap water that’s been run through UV light, ozone treatments, and reverse osmosis. And costs $2.50.

My favorite line, from an article that appears on, reads “The owners say so far none of those who have tried Molecule water has complained about the taste.”  High praise, indeed.