{ countertop water dispenser }

  • Still Storing Cold Water in Your Fridge? It's Time to Upgrade How You Drink

    You’ve Been "Waiting for a Glass of Water" Without Realizing It

     

    Most people don’t think of "waiting for water" as a thing. You might just casually put the kettle in the fridge, take it out later, and it seems completely natural. But if you stop and think about it, you'll realize this is actually a forgotten form of waiting — you need to prepare ahead of time, clear space in the fridge, and remember it's there.

     

    If you happen to forget, the cold water you were hoping for might end up as room-temperature water, or you’ll have to wait again for it to cool.

     

     

    The Problem — The Way Cold Water Is Stored Is Too Passive

     

    The fridge can indeed cool water, but it’s not designed with drinking water in mind. The water is passively placed in the fridge to cool, and you can’t precisely control the cooling time or guarantee that there’s always cold water available.

     

    A more practical issue is that it occupies valuable fridge space. Especially when the fridge is already packed with food and drinks, adding a jug of water becomes a “burden.”

     

    That’s why more and more people are seeking smarter alternatives, like countertop water purifiers, which are focused on improving the drinking experience.

     

     

     

     

    The Real Shift — "Water Is Ready for You"

     

    Over the past few years, one obvious trend is that we’re less willing to "wait." We don’t want to wait for coffee, we don’t want to wait for sparkling water, and drinking water shouldn’t be an exception either. This reflects the modern emphasis on minimizing time waste.

     

    Compared to "preparing a jug of water ahead of time," more people are moving towards a more direct approach — let the device prepare the water in the background. By the time you walk over to it, the water is already in the state you want.

     

    This is why countertop water dispensers have become more popular, offering a more convenient and intelligent drinking experience while reducing the need for complex operations.

     

     

    A Better Way to Store Cold Water for the Whole Family

     

    Countertop cold water purifiers like the PU-T02 use an ice tank cooling structure. It’s not about "instant cooling" but instead continually cooling and storing water in the background.

     

    It might sound similar to how a fridge stores cold water, but the experience is completely different. You just need to press the cooling button once, and then forget about it. When you’re ready for cold water, it’s already prepared.

     

    Dual electronic ice tanks improve cooling efficiency and provide about 1.2L of cold water storage, enough to meet daily needs. Combined with a flow rate of 1L/min, you’ll almost never feel like you're “waiting for water.”

     

    Compared to the slow, uncontrollable cooling process in a fridge, this countertop cold water dispenser actively manages your drinking pace.

     

     

    Cold Is Just the Beginning; Clean Water Is the Real Upgrade

     

    At this point, you might ask, "If it’s just cooling water, couldn’t the fridge do that?" But what truly differentiates the experience is the quality of the water itself.

     

    The PU-T02 has a built-in filtration system that removes chlorine, PFAS, BPA, lead, and pharmaceutical residues, while also filtering out 0.5-micron particles, microplastics, and effectively eliminating 99.9% of microorganisms.

     

    That’s why more people are looking for not just a simple cooling device, but a solution that also has filtration capabilities.

     

    So, cold water is just the foundation; cleaner water is the upgrade.

     

     

     

     

    You’ll Do Fewer Things You Shouldn’t Have to Do

     

    When you no longer need to prepare water in advance, you no longer need to make space for it, remember the timing, or check it repeatedly. Many actions that you would have needed to remember can now be skipped with a countertop purifier.

     

    The 4.5L raw water tank reduces the frequency of refills, the 235mm cup height fits more containers, and the 0-waste design makes the whole process simpler and more direct. These small changes might not instantly change your life, but over time, you'll notice a significant improvement in your overall experience, feeling like you’re in control of your waiting time.

     

    In other words, the countertop water purifier doesn’t add “one more function,” it eliminates “one more hassle.”

     

     

    Maybe You Don’t Need a More Complex Device

     

    You might not need a more complicated device; you might just need a more efficient solution.

     

    Switching from a fridge to a countertop cooling water purifier might seem like a change of appliances, but in essence, it removes “waiting” from your daily life and gives you back more time to control.

     

    When getting cold water becomes something you don’t have to think about or exert effort for, you’ll realize how significantly a PU-T02 countertop cold water dispenser can change your life.

  • Explore PU-T02 How Ice Tank Cooling Changes Home Drinking

    Limitations of Traditional Household Water

     

    In many households, refrigerators and standard countertop water dispensers are the most common ways to access cold water. While refrigerators provide chilled water, the temperature usually only drops to around 50°F (10°C), which may not feel cold enough during hot summer months or for those who enjoy ice-cold water. Standard countertop dispensers often have limited capacity and slow cooling speeds, leaving multiple family members waiting for water.

     

    Moreover, traditional methods struggle to completely remove residual chlorine, microplastics, and microorganisms, affecting both taste and health safety. For families who prioritize well-being and quality of life, these issues cannot be ignored.

     

     

     

     

    Ice Tank Cooling for Refreshingly Cold Water

     

    The PU-T02 countertop cold water dispenser features an advanced dual electronic ice tank cooling system, lowering water temperature to a minimum of 45°F (7°C), about 5°F colder than most similar products on the market. This ensures every sip is refreshingly cold, perfect for hot summer days or after exercise.

     

    Its 1.2L ice tank is sufficient to meet the daily drinking needs of a family of four in a single cooling cycle, minimizing wait times. The intelligent cooling system keeps water at 45°F even during continuous use, ensuring rapid access to ice-cold water during peak demand.

     

    Additionally, compared to traditional compressor cooling, ice tank cooling produces less noise, making it ideal for kitchens or office spaces. The naturally crisp taste of chilled water encourages family members to drink more, improving overall hydration.

     

     

    High Flow Rate Reduces Waiting Stress

     

    The PU-T02 countertop cold water purifier delivers water at a flow rate of 1L/min, significantly higher than most standard countertop water dispensers. This high-speed flow means quick water access during family gatherings, office use, or post-workout hydration, making drinking water more efficient and convenient.

     

    It also offers 12oz and 20oz dispensing modes, compatible with various cups, bottles, and sports flasks, catering to different scenarios. Whether you need a quick drink or prefer leisurely sipping, the countertop cold water filter system can handle it with ease.

     

    The combination of high flow and ice-cold water eliminates the dilemma of waiting for water to chill or waiting for water to dispense, greatly enhancing daily hydration routines.

     

     

     

     

    Safe Water for Every Sip

     

    The PU-T02 countertop cold water dispenser features cationic membrane filtration that effectively removes residual chlorine, BPA, lead, and pharmaceutical residues, filters particles and microplastics down to 0.5 microns, and eliminates 99.9% of microorganisms, including bacteria and viruses. This ensures every sip is safe, reliable, and naturally pure in taste.

     

    Its high-performance purification makes the PU-T02 suitable not only for daily drinking but also for making coffee, tea, or baby formula, providing multiple layers of protection for family health. Particularly in regions where PFAS removal and microplastic filtration are a concern, this feature is a standout benefit for safety-conscious households.

     

    User-Friendly Design for Daily Comfort

     

    The PU-T02 countertop water purifier features a compact countertop design that fits cups up to 9.25 inches (235mm) tall, taking minimal space while remaining stylish and practical. It is plug-and-play, with a 4.5L water tank and a filter life of 1135L (approximately six months), reducing the hassle of frequent maintenance.

     

    Its zero-waste design is both eco-friendly and water-saving, making the drinking process simple and comfortable. Whether placed in a home kitchen or office countertop, the PU-T02 seamlessly integrates into daily life, providing convenient and healthy hydration.

     

    With low-temperature ice tank cooling, high flow rate, safe water purification, and user-friendly design, the PU-T02 countertop cold water dispenser transforms the home drinking experience. It addresses the limitations of traditional cold water devices while offering a more comfortable, healthy, and efficient way to enjoy water. It is an ideal countertop water purifier for families and offices, combining performance, convenience, and safety.

  • PU-T02 Countertop Cold Water Dispenser Enjoy Ice-Cold Purified Water

    Why Is Cold Drinking Water Still Inconvenient?

     

    In everyday life, getting a glass of cold water sounds simple—but truly convenient solutions are surprisingly limited. Many households still rely on refrigerated water, ice cubes, or bottled water.

     

    However, these methods come with clear drawbacks: you have to wait for the water to chill, they take up valuable fridge space, and can even affect the taste. While bottled water is convenient, it leads to higher long-term costs and plastic waste.

     

    That’s why more people are looking for a better solution—one that delivers clean, refreshing cold water instantly, without extra steps.

     

     

     

     

    The Limitations of Traditional Drinking Methods

     

    Traditional solutions fall short because they fail to deliver convenience, freshness, and cold water at the same time.

     

    Refrigerated water requires planning ahead.

     

    Bottled water is convenient but costly and unsustainable.

     

    Traditional water dispensers improve water quality but don’t provide cold water.

     

    These limitations are exactly why a new generation of countertop cold water filter system has emerged.

     

     

    The Solution: PU-T02 Countertop Cold Water Dispenser

     

    The PU-T02 combines filtration, cooling, and dispensing into one compact system—making hydration simpler than ever.

     

    No installation is required. Just plug it in, fill it up, and enjoy cold water anytime. Whether in your kitchen, living space, or office, it fits seamlessly into your daily routine.

     

    Key Features: Simplified, Yet More Powerful

     

     

    Colder Water for a Truly Refreshing Experience

     

    PU-T02 countertop water dispenser cools water down to as low as 7℃—colder than the typical 10℃ offered by many alternatives.

     

    This difference becomes especially noticeable on hot days or after physical activity, delivering a more refreshing experience.

     

     

    Faster Flow & Efficient Cooling, Less Waiting

     

    With a dual cooling tank system and a high flow rate of about 1L/min, PU-T02 countertop water purifier delivers cold water quickly while maintaining consistent cooling performance.

     

    A single cooling cycle provides around 1.2L of chilled water—enough for everyday family use.

     

     

    Advanced Filtration for Safer Drinking Water

     

    PU-T02 features a positively charged membrane filtration system that helps reduce a wide range of contaminants, including chlorine, PFAS, BPA, lead, and pharmaceutical residues.

     

    It also filters particles as small as 0.5 microns, including microplastics, and reduces up to 99.9% of microorganisms such as bacteria and viruses—helping ensure safer drinking water.

     

     

    Plug-and-Play with Zero Waste

     

    No plumbing or complicated setup is required—PU-T02 countertop cold water dispenser is truly plug-and-play.

     

    Its zero-waste design also helps conserve water, making it both convenient and efficient.

     

     

    Designed for Everyday Convenience

     

    · A 4.5L water tank reduces the need for frequent refills.

     

    · The filter lasts up to 1135L (around 6 months).

     

    · A 235mm clearance fits a wide variety of cups and bottles.

     

    · These thoughtful details make everyday use more convenient.

     

     

     

     

    Perfect for Multiple Scenarios

     

    Whether at home, in the office, or during high-demand summer days, PU-T02 countertop water purifier delivers a reliable and convenient cold water solution.

     

    Why Choose a Countertop Cold Water Dispenser?

     

    Compared to traditional dispensers, it not only purifies water but also cools it instantly.

     

    Compared to water dispensers, it requires no installation and offers more flexibility.

     

    Compared to bottled water, it is more sustainable and cost-effective.

     

    Countertop cold water dispensers are becoming a smarter choice for modern homes.

     

    FAQ

    1. Does it require installation?

    No. Just plug it in and it’s ready to use.

     

    2. How often should I replace the filter?

    Approximately every 6 months or 300 gallons.

     

    3. How cold can the water get?

    As low as 7℃ (44.6℉).

     

    4. Is it suitable for tap water in my area?

    Yes. It is designed for use with municipal tap water.

     

    Upgrade Your Drinking Experience

    PU-T02 is more than just a water filter—it’s a smarter, more comfortable way to stay hydrated.

    No waiting, no hassle—just clean, refreshing water whenever you need it.

  • The Shift from Bottled Water Cooler to Countertop Water Dispenser

    How Home Drinking Water Habits Are Changing

     

    For decades, bottled water coolers—often simply called water coolers—have been one of the most common ways to access drinking water at home or in the workplace. By placing a five-gallon bottle on top of the dispenser, users could easily access chilled or hot water whenever needed. This simple and straightforward system made water coolers a popular choice for many households and offices.

     

    However, as lifestyles evolve and water purification technologies improve, people’s expectations for drinking water solutions are also changing. Many families are paying closer attention to water sources, convenience, and the overall user experience. At the same time, a new type of solution has started to appear in modern kitchens: the countertop water dispenser.

     

    Unlike traditional water coolers, these systems typically filter tap water directly. They eliminate the need for large water bottles and require far less space. As a result, more households are gradually moving away from bottled water coolers and exploring countertop water purifiers instead.

     

     

     

     

    Why Bottled Water Coolers Became So Popular

     

    For a long time, bottled water coolers provided a practical and reliable solution for drinking water. For households without built-in filtration systems, purchasing bottled water offered an easy way to ensure access to drinking water.

     

    Part of the popularity of water coolers came from their simplicity. The machines themselves were not complicated, and using them mainly involved replacing the water bottle when it was empty. Many models also offered both hot and cold water, making them convenient for offices, schools, and homes alike.

     

    During that time, bottled water coolers became almost a standard feature in many environments. They were commonly found in kitchen corners, office break rooms, and shared public spaces.

     

     

    The Limitations of Bottled Water Coolers

     

    Although water coolers have served households well for many years, several limitations have become more noticeable over time.

     

    One of the most obvious issues is the weight of the water bottles themselves. A standard five-gallon bottle can weigh close to 20 kilograms, making replacement inconvenient for many users, especially in home environments.

     

    Another consideration is long-term cost. While the price of a single bottle may seem reasonable, continuously purchasing bottled water can add up over time.

     

    Storage space can also become a concern. Many households keep spare bottles on hand, which requires additional room for storage.

     

    Because of these factors, many users have started looking for more flexible and convenient drinking water solutions.

     

     

    How Countertop Water Dispenser Is Changing Home Hydration

     

    As water purification technology has advanced, countertop water dispensers have become a new option for household drinking water. These compact appliances sit conveniently on the kitchen counter and use built-in filtration systems to purify tap water.

     

    Compared with traditional water coolers, the biggest difference lies in the water source. Instead of purchasing and replacing large bottles, users simply use tap water and rely on the filtration system to produce clean drinking water.

     

    This approach eliminates the need to carry heavy bottles and fits more naturally into modern kitchen spaces.

     

     

    Key Advantages of Modern PU-T01 Countertop Water Dispensers

     

    PU-T01 countertop RO water dispenser offers more than just basic water purification. Many of them combine advanced filtration technology with user-friendly design.

     

    First, filtration technology itself has improved significantly. This system uses multi-stage filtration, combining pp-filters, carbon filtration materials, and RO membranes to improve water quality and taste.

     

    Second, this system integrates both hot and cold water functions. Instant heating and electronic cooling technologies allow users to access water at different temperatures, making the appliance more versatile.

     

    In addition, digital control panels and display systems allow users to adjust water temperature, select dispensing volume, and monitor device status.

     

    These features make PU-T01 reverse osmosis water dispenser feels less like traditional purifiers and more like modern smart hydration appliances.

     

     

     

     

    A Simple Comparison: Water Cooler vs Countertop Dispenser

     

    When comparing the two solutions, both bottled water coolers and countertop water purifiers have their own characteristics, but they serve different needs.

     

    Water coolers rely on bottled water supplies, which can be useful in locations without filtration systems. Countertop RO water purifier, on the other hand, purify tap water directly, allowing users to access drinking water more flexibly.

     

    In terms of space efficiency, long-term cost, and convenience, countertop water dispensers often fit better into modern household environments.

     

     

    A Natural Evolution in Home Water Solutions

     

    Water coolers have served households well for many decades, providing a convenient way to access drinking water. However, as technology evolves and lifestyles change, home water solutions continue to develop.

     

    Countertop water dispensers are not simply replacements—they represent a new option. With compact designs, advanced filtration technology, and intuitive controls, they offer a flexible solution for modern homes.

     

    For many families today, the shift from bottled water coolers to countertop purifier is simply a natural evolution in how we access clean drinking water.

  • A Smart Countertop Water Dispenser That’s Easier Than You Think

    It Looks Advanced, But It’s Surprisingly Simple

     

    The first time many people see a modern countertop water dispenser, they often have the same reaction: it looks like a small piece of advanced technology. A digital display, multiple buttons, temperature options, and both hot and cold water functions can make it seem more complex than traditional water dispensers.

     

    In reality, however, these features are not meant to make the device complicated. They are designed to make everyday hydration easier and more intuitive. Modern appliance design focuses on hiding complex technology inside the machine so that users only need a few simple actions to enjoy clean, convenient drinking water.

     

    As a result, even though countertop water purifiers may appear high-tech, they are often simpler to use than many traditional drinking water solutions.

     

     

     

     

    A Control Panel Designed for Everyday Simplicity

     

    Despite offering many features, PU-T01 countertop water dispensers are usually designed with very intuitive control panels. Clear icons and simple layouts allow users to understand how the system works almost immediately, even without reading a long instruction manual.

     

    The panel functions include:

     

    · Cooling

     

    · Cold water

     

    · Hot water

     

    · Temperature adjustment

     

    · Water volume selection

     

    · Child lock

     

    · Water dispensing

     

    These functions are usually represented by simple icons or touch controls. With just a tap, users can select the desired temperature or dispensing volume. Whether preparing coffee, brewing tea, or simply filling a glass of water, the process becomes quick and effortless.

     

    This balance between modern technology and simple interaction is one of the key advantages of today’s countertop water dispensers.

     

     

    Clear Information at a Glance

     

    Beyond simple controls, PUREZA countertop RO water dispenser includes clear display systems that allow users to easily monitor the status of the device.

     

    The system shows important information such as:

     

    · Current water temperature

     

    · Selected dispensing volume

     

    · Remaining filter lifespan

     

    · Water refill reminders

     

    This visual feedback makes the device much easier to manage. For instance, when a filter is approaching the end of its service life, the system can notify the user in advance. Similarly, when the feed water tank needs refilling, a clear reminder appears on the display.

     

    These small but thoughtful design elements make the entire experience more transparent and convenient.

     

     

    Powerful Technology Behind the Simplicity

     

    While the user interface may appear simple, PU-T01 countertop reverse osmosis water purifier integrates several advanced technologies inside the machine to ensure water quality and safety.

     

    The system use multi-stage filtration structures that combine different filter materials. These may include pre-filtration layers, carbon filtration, and RO membranes that work together to reduce impurities, odors, and dissolved substances.

     

    This device also incorporates UV sterilization technology to further protect water quality during dispensing. At the same time, hot and cold water systems rely on instant heating and electronic cooling technologies to deliver water at different temperatures.

     

    All of these technologies are carefully integrated into a compact appliance, allowing users to benefit from sophisticated purification systems without complicated operation.

     

     

     

     

    Certified for Safety and Global Standards

     

    For any drinking water appliance, safety and reliability are essential. To ensure safe use in different markets, the PU-T01 countertop reverse osmosis water purifier has undergone multiple international certification tests.

     

    Certifications include:

     

    · CB

     

    · CE

     

    · C-TICK

     

    · FCC

     

    · FDA

     

    These certifications cover aspects such as electrical safety, electromagnetic compatibility, and material safety. Products that meet these standards can be sold in multiple global markets while providing users with additional confidence in product quality and safety.

     

     

    Advanced Technology Is Closer Than You Think

     

    Many people assume that advanced technology automatically means complicated operation and difficult maintenance. In reality, modern appliance design aims to do the opposite—hiding technical complexity so that users can enjoy the benefits through simple interaction.

     

    Countertop water dispensers are a perfect example of this philosophy. They integrate advanced purification technology, temperature control systems, and smart displays while maintaining intuitive and user-friendly operation.

     

    For modern households, these devices are more than just kitchen appliances. They represent a practical way to make everyday hydration cleaner, easier, and more comfortable.

  • The Countertop Water Dispenser Clean Water Within Reach, Right on Your Counter

    Why More Homes Are Choosing Countertop Water Dispensers

     

    In modern households, the way people access drinking water is evolving. More families are paying attention to water quality, safety, and everyday convenience, while also trying to reduce their reliance on disposable plastic bottles. In the past, bottled water dispensers were the standard solution for both homes and offices. Today, however, many people are searching for alternatives that are more flexible, space-efficient, and practical.

     

    Countertop water dispensers have emerged as a popular solution in this changing landscape. Compared with traditional systems, they are typically more compact and integrate more functions into a single device. They also fit naturally into modern kitchen environments without requiring major installation work.

     

    Many new-generation countertop water purifiers combine purification, instant heating, cooling, and smart monitoring in one machine. With this type of design, users can enjoy reliable drinking water directly from their kitchen counter without complicated plumbing or professional installation.

     

     

     

     

    A Space-Saving Design for Modern Kitchens

     

    Kitchen space is valuable in many homes, especially in apartments or smaller living spaces. Traditional bottled water dispensers often require significant floor space, and spare water bottles must also be stored nearby, which can make kitchens or living areas feel cluttered.

     

    Countertop RO water dispensers are designed to solve this issue with compact and efficient layouts. These systems sit directly on the counter and typically use a built-in water tank rather than complex plumbing connections. Users simply refill the tank when needed.

     

    Our PU-T01 countertop RO water purifier features a 5-liter feed water tank paired with a 1.2-liter pure water pitcher, offering a good balance between capacity and convenience. This configuration allows families to maintain a steady supply of clean water while keeping the kitchen organized and uncluttered.

     

     

    Hot and Cold Water in One Compact System

     

    Drinking water is not only about availability—it is also about convenience. In daily life, people often need water at different temperatures, whether for brewing coffee, preparing tea, mixing baby formula, or simply enjoying a cold drink.

     

    PU-T01 cooling and heating RO water purifier integrates both hot and cold water functions into a single compact unit. This eliminates the need for separate kettles or cooling devices. Some models use electronic refrigeration technology to provide chilled water while also offering instant heating for hot water.

     

    For example, multiple temperature options such as 15℃, 25℃, 45℃, 65℃, 85℃, and 100℃ allow users to choose the right temperature for different beverages. Adjustable dispensing volumes like 150 ml, 300 ml, 500 ml, and 999 ml further enhance flexibility, making everyday hydration simpler and more convenient.

     

     

    A More Sustainable Alternative to Bottled Water

     

    As environmental awareness grows, many households are looking for ways to reduce their reliance on bottled water. Disposable plastic bottles generate significant waste and require transportation, packaging, and additional resources.

     

    Using a home water filtration system helps reduce this dependency while also lowering long-term drinking water costs. For many families, this represents a more sustainable and environmentally responsible lifestyle.

     

    Our High-quality countertop water dispenser often includes durable filter cartridges designed to last longer. Some filters have replacement cycles of up to around 18 months, reducing maintenance frequency and minimizing overall material consumption.

     

     

    Improving Water Quality at Home

     

    Tap water is generally treated before reaching households, but during distribution it may still contain impurities, chlorine, or dissolved substances. For this reason, many families choose additional filtration systems to further improve water quality.

     

    Modern countertop filters often use multi-stage filtration to enhance purification performance. For example, the Pureza PU-T01 countertop RO water purifier features a five-stage composite filter structure, including a pre-PP layer, carbon rod filtration, an RO membrane, a post-PP layer, and a final carbon stage.

     

    This type of filtration can reduce sediment, unpleasant odors, and certain dissolved contaminants. Our system achieves a desalination rate of around 90%, helping improve both taste and overall water quality.

     

     

    Easy Setup and User-Friendly Operation

     

    For many users, ease of installation and operation is just as important as filtration performance. Complicated plumbing or professional setup can discourage people from adopting a new water system.

     

    Countertop water dispensers are typically designed for plug-and-play use. Most users can start using the system within minutes. Intuitive control panels allow for simple daily operation without complicated settings.

     

    PU-T01 countertop water dispenser also include real-time filter life monitoring, displaying remaining filter lifespan and notifying users when a replacement is needed. Clear icons and simple controls make the device easy to understand, even for first-time users.

     

     

     

     

    Bottled Water Dispensers vs Countertop Water Dispensers

     

    Bottled water dispensers are still common in many homes, but countertop water dispensers are becoming an increasingly attractive alternative.

     

    While bottled water dispensers are simple, they require heavy bottle replacements and ongoing purchases. They also take up more space and rely on external water supply logistics.

     

    Countertop water purifiers, on the other hand, purify tap water directly. Many models integrate hot and cold water functions, smart controls, and multi-stage filtration, offering greater convenience and flexibility.

     

     

    Clean Water Made Simple

     

    As household expectations for drinking water continue to evolve, many people are searching for solutions that combine efficiency, convenience, and reliability. Countertop water purifiers offer a practical option by integrating compact design, advanced filtration, and smart controls.

     

    From saving space to improving water quality and reducing reliance on bottled water, these systems are changing the way families access clean drinking water. For households seeking a more convenient and sustainable hydration solution, countertop water dispensers are becoming an increasingly appealing choice.