Take water, for example. It’s a freely available, colorless, tasteless, transparent liquid. But it is now successfully marketed as an identity product. Some people believe the brand of bottled water they drink makes a statement about their status or sophistication. Water has become a multimillion-dollar industry built mostly on misleading advertising and the gullibility of consumers. Dietary supplements, over-the-counter medicines, and many "health products" are other large industries taking advantage of human gullibility.