It's immediately usable as a cooling device and consumable as portable water. If you assume (sadly true) that most families probably use bottled water (we do f

It's immediately usable as a cooling device and consumable as portable water. If you assume (sadly true) that most families probably use bottled water (we do for short trips where it's easier than filling up the reusable ones), this simply defers new purchases of bottled water. Granted, it's promoting bottled water usage, but from a consumer point of view, I'd rather the frozen bottle of water than one MORE of those stay-kool packs.