I'm unsure on what exactly is it in that tricks your brain but they like to stress it's FDA approved but the FDA also approves certain artificial coloring, like red #3, that are known to cause cancer. So take FDA approved things that with a grain of salt.
In theory I think it's great. Too many people either don't drink enough water or drink way too many sugary drinks and after awhile plain water can be boring. I'm not sure how it tastes. Its definitely intriguing and hoping it makes it to the market which from the looks of the funding website it will. Wbu gagers. Would you buy it? You may think at first it's fairly expensive for a 10 oz plastic cup but it may help you with becoming healthier but over the longhaul its probably more expensive to keep your 2 a day coke habit then to buy one of these. So there is a trade off with that.
Here is the link to their funding campaign: https://www.indiegogo.com/projects/the-right-cup-trick-your-brain-drink-more-water-health-technology#/
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