Last week I invited a friend over for a coffee to catch up. I asked him if he would like to have instant coffee with or without coffee mate (I ran out of milk on that day).
After confirming that there are no other choices of coffee available, he in turn asked for a glass of water. I offered him tap water, filtered water, hot water, cold water, water of room temperature, water with ice, warm water and with or without lemon (I just happened to have a lemon in my fringe on that day). He was “impressed” by the number of choices on water that I was offering and suggested to me the business idea of opening a water-shop instead of a cafe.