I took a class titled "Entrepreneurship" when I was in college about 10 years ago. Every other week a different entrepreneur spoke. The founder of Jolt Cola came in and told us "we love water [as a market]--it comes out of the tap, and you can sell it for a dollar a bottle." He also showed us one of their big-sellers: Americola--sold ONLY in Japan, with a picture of the Statue of Liberty on the can. That was the moment I realized how twisted marketing can be.