Everyone needs water -- and, not that long ago, we used to get it for free. But I'll go out on a limb and guess the last time you quenched your thirst with some refreshing H2O, it wasn't from the tap. Most of us have grown accustomed to purchasing bottled water, whether it's an economy brand or some esoteric brand touting water from the oldest glacier in the world. The bottom line is, we're fueling a billion-dollar industry profiting from something that is essentially free and abundant. This is where publishers can learn a valuable lesson.