ethos water

So the other day I was at Starbucks, (I know, I know the evils of it all) and I was waiting to pay so of course I'm looking at the display racks for cd's and stuff when I notice Ethos Water. I sort of stared for a moment before my PhD Rhetoric brain went nuts. I want to buy some to take to class and make a point with it. What does this say about visual rhetoric and languge? Anyone, anyone... bueller? Notice the simplistic label design....

You, too, can have ethos, in a bottle for just under 2 bucks.