The Coca-Cola company recently launched a new brand of water (or new brand of PET bottle) called いろはす I LOHAS, which is designed to be easy to twist and throw away. The new bottle is said to use 40 percent less plastic than a standard PET bottle, and is branded as "eco" because it ostensibly produces less waste and is easier to recycle/dispose of. I find it hard to "get on board" with an "eco" product whose main selling point is its lack of strength and ease of disposal. First, would it not be more "eco" to produce a stronger bottle that would be more suitable for re-use, thus lowering the demand for production and with it lessening the carbon footprint associated with transport? Yes, but that would hardly be profitable. Second, there is nothing wrong with Japan's tap water. Whatever happened to reduce, re-use and recycle?