The recession might be easing up a bit, but the prevalence of so many gilded objects on the market is a bit alarming. Case in point, Exousia Luxury Water. The water claims to be infused with anti-stress and anti-aging elements derived from pure gold, which, according to Exousia’s website, is achieved through an obviously unique distilling process. While we would definitely love to try a bottle, whether or not the allegations are true seems to be besides the point, as such a purchase would obviously be more for status or King Midas’ stocking stuffer than for any homeopathic abilities.
Since gold is already an atomic element, which means that it can’t be mechanically or chemically reduced any further. It is impossible to derive anything from it, such as ‘anti-stress and anti-aging elements.’
Anyone who spends $24,000 on a bottle of water does so to impress others on their conspicuous consumption, unless they’re dying of thirst. But if someone spends $24,000 on Exousia 24K gold mineral water because they believe the ad copy, they’re displaying something other than their conspicuous consumption–their ignorance of science facts taught in middle school.