Pelican Water is Attempting to Change Our Understanding of the English Language

Pelican Water is Attempting to Change Our Understanding of the English Language
By Mark Timmons
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Pelican Water is Attempting to Change Our Understanding of the English Language

If you Google "Hard Water" you will find that it is "water that contains an appreciable quantity of dissolved minerals (like calcium and magnesium). Soft water... is treated water in which the only ion is sodium."  One dictionary says that soft water is "Water containing little or no dissolved salts of calcium or magnesium, especially water containing less than about 85 parts per million of calcium carbonate."  Wikipedia says this: "In the UK, water is regarded as soft if the hardness is less than 50 mg/l of calcium carbonate. Water containing more than 50 mg/l of calcium carbonate is termed hard water. In the United States, soft water is classified as having less than 60 mg/l of calcium carbonate." The degree of hardness standard as established by the American Society of Agricultural Engineers (S-339) and the Water Quality Association (WQA) is as follows (source

Degree of Hardness



 Soft <1.0 <17.0
Slightly Hard 1.0-3.5 17.1-60
Moderately Hard 3.5-7.0 60-120
Hard 7.0-10.5 120-180
Very Hard >10.5 >180
So, regardless of which definition you use, soft water or a water softener is a device that reduces the calcium and magnesium (the Hard Minerals) substantially. However, in what one can only call a "Stroke of Diabolical, Insidious, Marketing Genius"  Pelican Water is attempting to re-define what soft water is and what a salt-free water softener really is.  Of course, they have a lot at stake in this.  What they have at stake is that if they don't call their product a softener" (even though it does not soften the water), many (maybe most) people would not buy it. Essentially, for well over a century, the English language has a plain, coherent, logical definition of what soft water is.  Now, it seems, that Pelican attempts to re-do all that with their own definition which is necessary in order to sell their products by "fooling" the customers into thinking that they are getting "soft water." Here is what Pelican says:

"Salt-Free Water Softeners Vs. Salt-Based Water Softeners

Salt-based water softeners remove hardness minerals from water, specifically calcium and magnesium, therefore reducing the hardness of the water. Salt-free water softeners, on the other hand, neutralize these minerals instead of removing them. Although these minerals are retained in the water, since they have been neutralized, they are converted to a crystallized form and aren’t able to adhere to surfaces like pipes or dishes. Leaving these minerals in your water is beneficial, since calcium and magnesium can have health benefits. If you're looking for an alternative to salt-based water softeners, Pelican Water's NaturSoft Salt-Free Water Softener is an excellent choice that will exceed your expectations."
WOW!  Maybe other industries could use this same sales balderdash to sell their products.  How about the Cubic Zirconia market? Maybe they could change the word "diamond" to include Cubic Zirconia.  Let me apply the same logic there that Pelican applies to water softeners:
Diamonds are native crystalline carbon that is the hardest known mineral, that is usually nearly colorless, that when transparent and free from flaws is highly valued as a precious stone, and that is used industrially especially as an abrasive. Carbon-Free diamonds or cubic zirconia is the cubic crystalline form of zirconium dioxide. The synthesized material is hard, optically flawless and usually colorless, but may be made in a variety of different colors. The cubic zirconia is the same as a diamond. If you're looking for an alternative to genuine diamonds, cubic zirconia is an excellent choice that will exceed your expectations.
If you bought a "diamond" and it turned out to be a cubic zirconia, would you feel defrauded?  In many jurisdictions, selling a cubic zirconia as a diamond is illegal and can result in a lengthy prison sentence.  Shouldn't the same rules apply to people who sell products that they say are "water softeners" when in fact, they do not soften the water? Why do they call them water softeners?  Simple!  People won't buy them if they don't.  So, they have to use "revisionist English" in an attempt to fool "some of the people some of the time."  Pelican feels the need to change the plain and clear meaning of soft water and water softener to the detriment of anyone who believes their propaganda.
November 14, 2017