On one level it’s refreshing to see people excited about water. For the most part, each bottle of water Americans drink represents one less sugar-and chemical-laden bottle of soda pop consumed. With sugary soft drinks (liquid candy averaging 11 teaspoons of sugar per 12-ounce bottle) emerging as a major culprit in our obesity epidemic, our newfound taste for water is certainly good news. But there’s a dark side to our new water craze. And in many ways, Fiji Water optimizes the self-destructive insanity of consumer culture. The problem is not Fiji Water per se. The company has built hospitals and water systems in Fiji, and I’m sure their water is great. The problem is bottled water in general, and Fiji Water makes a great case study.