How do we do it? How do we allow the blindingly obvious to be so readily denied, or at least ignored?

For our purposes, and brevity, let’s restrict our consideration of the blindingly obvious to medical “therapy”, and to water bottles.

Let’s start with the latter.

I recently stood in a pre-dawn queue to pay for petrol. Ahead of me were two blokes in high-viz shirts: big boots, big muscles, big twin-cab parked outside laden with barrows, mysterious PVC pipes, machines that go grooowwoll, and all manner of manly things.