This article discusses the “uphill battle” that, namely, Belu and One Water are facing in fulfilling their initiatives to provide clean water. The companies’ largest obstacle is that their small markets are incapable of being competitive, let alone make a change. To compare, the article emphasizes two other major players, Nestle and Danone. Nestle and Danone, unlike Belu and One Water, are not as concerned about ethics as profit and overshadow Belu and One Water. The problem these companies face is not pricing but branding, as customers have the tendency to purchase more reputable brands, albeit a higher price, due to their trust in the quality of the goods. This branding barrier is something Belu and One Water must defeat if they hope to expand their business. I must agree with the article in saying that they are taking an ethical approach to business, however, with their limited market, it is disappointing to say that these goals will not be able to catch a buyer’s attention as they are easily out shined by larger competitors. While their ethical goals are respectable, and in my opinion companies should strive to better society while keeping profits in mind, it is inevitable that buyers are neglectful of ethics in business and focus more on quality. For the time being, these simply companies have to find a way to exit the shadows of the giant market players.