Evian's naïveté

Yesterday, as we were downloading the gondola at the Canyons, we rode with three young snowboarders, one one them sporting a t-shirt that said “naive” with the Evian water logo.

Even though I was born just miles away from the plant where the famous and expensive water is bottled, it had never downed on me that “Evian” spelled backwards could read “Naive.” Quite a slip of tongue, or a sly inference into the lack of critical thinking from snobbish consumers, that fall for the marketing promises that a well-branded bottle of water will make them feel healthier and much cooler!