You do have a point, companies could charge the same amount yet make people recycle their jugs, go to the store for a refill, where they would have bulk jugs in hundreds of gallon sizes so people can refill. It only makes sense that if they had to produce less jugs that is less they have to purchase, and their costs go down and the bottom line goes up. Alot of cereal companies are already sorta on the boat, they have started making their boxes out of thinner cardboard but somehow raised the prices of cereal higher, doesn't make sense there I guess.