Rev7 Gum is made in such a way that it allows water to penetrate through it. I think the question for this gum will be whether it can survive the crucial taste test. I am definitely interested in trying it.
Implications - Consumers are looking to have life's small inconveniences rendered a thing of the past. Symptomatic of this desire is the proliferation of apps designed with niche problems in mind (e.g. finding a parking spot in a crowed city). Companies find ways to make products that are more efficiently tailored to this mindset.