There seem to be three mindsets when it comes to the water we drink. You can care a lot about it and buy bottled; care a lot about it and have a water filter; or you just drink from the tap. Maybe it's because I fit into the third category that water filters don't really seem like a growth market to me. A casual survey of my colleagues tells me there are lots of people that do care, though. Cove is built for them. The pitch is simple: Our natural water is full of crap. Harmful chemicals, heavy metals, pathogens. You name it; it's in there. Most filters do a good job at removing chlorine and other elements, but according to some studies, many introduce bacteria into your water. Cove's new filtration system apparently solves that issue, and, this being 2015, it's wrapped up in a "smart" housing that talks to your phone.