With Big Water companies quivering about the fate of their high-profit product lines (aka bottled water), the tap trend is certainly taking off. White-tableclothed restaurants are starting to get in on the tap-is-best mantra. So drink up–from the tap and save your hard earned bucks for something more vital than water you can get for free. Maybe it’s because in the wake the financial crisis it seems even more weird to pay for anything you can get for free (especially water) or maybe it’s because environmentalists and public health advocates have helped to spread the word, but for whatever the reason, sales are slipping for the bottled water industry. In the US, where bottled water consumption is higher than in any other country, supermarket sales are at their slowest rate since bottled water became popular a decade ago.