At the airport on the way to Austin last week, I bought a bottle of water. Or, more precisely, I bought the plastic container that the water came in. The water was just a bonus. The bottle, by SEI Water, is shaped like a large hip flask or canteen instead of the typical round cylinder, and it feels sturdier too. I spent a little bit more for this water bottle because I liked the form factor. The bottle drew comments everywhere I went, because (and here is the point) when I was done with it, I didn't throw it out like I do with every other water bottle. I kept refilling it, rather than discard it. It fit so well in my hand and looked so good with its sleek Helvetica Neue logo, I didn't want to get rid of it once its initial "use" was up. Five days later, I still have it. An airport water bottle.

That's good design. ...