The founders of a company called Live Water, which sells unfiltered, untreated water in glass containers, want customers to believe that tap water is just too "dead."

Founder Mukhande Singh told the The New York Times that those who drink the regulated H2O that comes out of kitchen taps, public water fountains, and garden hoses are " drinking toilet water with birth control drugs in them."

In San Francisco, his idea has gathered quite a following: the water is regularly sold out in grocery stores and people are spending more than $1 per glass to the drink water that's never been treated.