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January 27, 2005
Brita Introduces New Way to Rip Off Consumers
Brita has introduced AquaView, a new version for their existing line of faucet mount water filters. It allows the consumer to view, through an LCD screen, sediment as it is traped by the filter.
It removes chlorine, sediment, and improves the taste and odor of tap water. The Brita AquaView retails for $39.99 and has a 100 gallon capacity. The replacement filter retails for $24.99. As an average family of four uses 1,000 gallons of water a year for drinking and cooking, a year of replacement filters for AquaView cost $249.99.
The filter pictured about is a KDF based counter top water filter, which also removes chlorine, sediment, and improves the taste and odor of tap water, but it has a 5,000 gallon capacity, and thus lasts five years without any replacement filter. This filter retails for $39.95.
In five years, a consumer would pay $1,249.95 for replacement filters for the Bita AquaView. Truly a consumer rip off.
Posted by Stephen Betheil at January 27, 2005 07:08 PM
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