The mechanism

The Zermatt water bottle. Sigiriya has not got a stone with its own name on it.

A clear plastic water bottle with the shape of the Matterhorn moulded into its base
"Moulded into the base of the plastic, where most bottles have nothing, is the shape of the Matterhorn." The book, Chapter Five. Photograph of the author's own bottle.
Drinking glasses and a bottle with the shape of Sigiriya rock moulded into the base
Sigiriya in the base of a glass: a souvenir that is actually from here, as it might look. Illustration created with the help of AI.
A glass water bottle with the Matterhorn moulded into its base
"The Matterhorn water bottle costs its manufacturer nothing and earns Switzerland a customer for life." The book, Chapter Five. Illustration created with the help of AI.

The 25 ideas