You know attitudes are changing when you see an infomercial like this:
I just saw this ad on ESPN during my lunch break. ESPN. That means the company is paying big bucks to saturate their message- they smell big profit.
And I am THRILLED.
A word to the wise, though-- from comments on the YouTube page it seems there has been difficulty getting the canteens from this company delivered after ordering. Other stainless steel bottles are already out there and can be purchased in stores, for instance Kleen Kanteens are at Whole Foods.