According to their web site, they’re doing it for the environment.
Started with the simple idea of creating a new bottled water brand that is kinder to the environment and gives back a bit - we found that it shouldn't be bottled at all, but instead, boxed. So we looked to the past for inspiration in the century old beverage container and decided to keep things simple, sustainable, and beautiful.
What will they think of next? Selling dirt in biodegradable containers?
This isn't a product for people who care about the environment. It's a product for people who want to look like they care about the environment. If boxed/bottled water consumers really cared about the environment then they’d be drinking water out of their faucet.