Words cause our brains to make certain associations. For example, water is supposed to be fresh to be best.

So I find the following marketing posted by water fount to be interesting. First, Princeton University wants people to think their water is “fresh” but really, it’s filtered. Second, they don’t really advertise what is filtered out. The EPA report designates Princeton city water as containing PFAS chemicals. So, does the filtering actually solve that problem? It makes me wonder if drinking local is really healthy.