imo, the alkaline in the water isnt the selling point anyway. I think they would sell just as much if it is regular spring or purified water. Yes i know that their are a lot of other brands that already sell water, but parents know that kids would more likely drink this than the normal water, just because they like the cartoons and stickers or what not. Like a happy meal, its the same food as the adults eat, but it has all the kids stuff on the box, and its a smaller portion. The kids just have to have it, instead of the regular food, even tho its the same thing. thats how kids are, and their parents usually will buy plkd water or happy meals just to satisfy them.