And then again there's the fine print:

"By placing your order today (at the special introductory price of $32.10) you join us in making 321 Water a reality. We need this commitment from 10,000 people to start the production process now and deliver your 321 Water bottle by the end of June 2010."

and then:


"We're serious about what we're doing here. Having already successfully brought another product to market, we have strong relationships with trusted suppliers. So we are confident we can do it again. There is always a possibility of course, due to factors beyond our control that the process could take longer than we anticipate. If this happens, we will unfortunately be unable to offer you a refund."