The most popular bottled water in Croatia advertises itself as a “natural spring water.” Idiotic, to be sure. Spring water cannot but be “natural,” as well. Put differently, “artificial spring water” would be a glaring oxymoron. But I just checked the expression on the World Wide Web and I found a whole bunch of bottled waters advertised in the same way. All of them come both from a spring and are also natural. Wow! But the established pleonasm is spreading around the planet not because the producers of bottled water are stupid; rather, their custumers are. And how. The number of appealing attributes lumped together can only grow over time. “Clean” would be a good one, for example. And so would “healthy,” no doubt. “Clean and healthy natural spring water” would sound just right to many a customer, I suppose. But the morons out there would still be confused. How about “tasty,” too? “Scientifically proven” would also do wonders in beefing up the number of happy customers, no doubt.