The power of a NYTimes op-ed?

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On Tuesday we discussed Tom Standage’s New York Times op-ed challenging us to change our bottled water habits. (See the letters the Times received from readers.)

Wednesday’s USA Today describes Starbuck’s response:

Starting today, Starbucks will try to sell consumers on the idea of helping to clean up the world's water supply when it begins rolling out Ethos bottled water in its 5,000 U.S. stores. The company plans to donate $10 million over the next five years for clean-water sources in poor countries.

Finally, this financial experiment shows just how lucrative selling bottled water can be.

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