The door hadn’t even fully closed behind him when Mary Ann said, “I’ve got to tell you something incredible,” and she took a bottle out of the case and held it out for me to open.

If you're hot and thirsty after a 20-minute run in summer heat, it's easy to guzzle that bottle in 20 seconds, in which case the caloric expenditure and the caloric intake are probably a wash.

Then, they are asked how much they would pay for a consumer product, in this case, a water bottle.