Excellent piece from the April 2011 issue of Fast Company, which brought to mind some other interesting writing on the same topic of... water.
The recent article was "Why GE, Coca-Cola, and IBM Are Getting Into the Water Business" by Charles Fishman. Adapted from Fishman's book The Big Thirst: The Secret Life and Turbulent Future of Water, it's an interesting look at how cheap and easy water is becoming more scarce... and what that means for both society and business.
It's really interesting reading and I imagine the book came out of Fishman's 2007 Fast Company article "Message in a Bottle".... with this original piece linked to and written on in this post also about bottled water and the found in plastic bottles industrial chemical BPA.
Solid writing on an important topic.