As more major U.S. cities [3] are endorsing an effort to reduce use of bottled drinking water because of energy consumption and pollution concerns, PepsiCo [4] announced it is teaming up with Starbucks [5] and harnessing the movie star power of Matt Damon [6] to help distribute a brand of "charitable" bottled water called Ethos [7]. The marketing campaign for Ethos calls attention to the plight of impoverished Africans who lack access to safe, clean drinking water. For every bottle of Ethos water purchased, five cents goes to programs that provide African children with clean water. Ethos sells for $1.80 a bottle. Critics of Ethos water [8] say it is a profit-making enterprise disguised as humanitarian relief [9], that Ethos is exploiting the plight of Africans to sell more bottled water in the United States, and donating directly to a reputable charity dedicated to water projects in Africa is a better way to address the issue.