Brita would have been better served (as would its customers) if they'd teamed with Kleen Kanteen or other producers of non-plastic (esp Nalgene) bottles!

http://endocrinedisruptors.missouri.edu/pdfarticles/pdflist.html 

I havae been reading about this for some time now.  Not all water bottles are actually recycled and then what?  I always try and use a thermos to take to the gym and just reuse it.  But I do notice that most people use the plastic bottled water and you can understand how many throwaway bottles are being used.  It's just about being aware and up to speed.