I think the design is great, and from a business perspective I like their desire to do it on a subscription basis (like Proactiv for example). As a consumer, that annoys me a bit, but I guess they'll see how it turns out.

HOWEVER, the United States has pretty awesome water coming right out of the tap. And charcoal based filters are mostly taste filters. They aren't going to remove most pollutants (you'd need a reverse osmosis filter for that). It's an aside to this product discussion, but I really don't know how we've been duped into buying products that support a whole industry of bottled water and water purification. I say that as I look at my dumb brita filter on the counter...