Think about your favorite non-water drink right now. 

What color is it?  When you pour it into a glass, it looks the way that it should – you can  recognize it. In fact, when you drink it, it probably tastes the way  that it looks. What if all of this could be changed. What if your favorite drink suddenly became clear?  No, the taste would not be changed at all, it would just all of sudden  look like water. Would you still want it? 

Some product managers are  betting that you would say yes.