Business
Thirsty: Microsoft's water usage was up 34% last year

Thirsty: Microsoft's water usage was up 34% last year

Thirst bots

Until someone finds a better way to contextualize large volumes of liquid, we’ll put it like this: in 2022, Microsoft consumed enough water to fill over 2,500 Olympic-sized swimming pools as it continued to fuel and cool its growing stable of AI tools and projects.

Every time you ask the ChatGPT-powered Bing to inspire you with recipe ideas — which honestly might not be that often — it’s thirsty work for the bot. Researchers estimate that, owing to the cooling processes required for the hardware, ChatGPT almost guzzles a full 16-oz bottle of water for every 5-50 prompts it’s fed.

Water hoarding

Microsoft, along with a growing list of companies like Meta and Alphabet, has set 2030 as a deadline for restoring more water to the environment than it consumes for operations, otherwise known as being “water positive”. However, building and maintaining models like the Microsoft-backed GPT-4 requires a lot of computing and hardware, which produces a lot of energy and heat... and in turn requires a lot of water to cool systems within data centers so they don't overheat, resulting in the sort of consumption MSFT saw last year.

In 2022, the company’s water use was up 34% from the year before, with ~6.4 million cubic meters — or 1.7 billion gallons — consumed. That figure becomes even more stark when compared to Microsoft’s usage in 2017, just 5 years prior, when the company sunk ~1.95 million cubic meters of water, a whopping 228% less.

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Starbucks issues apology after viral “Bearista” cup meltdown

Holiday cheer turned into chaos this week for Starbucks after the coffee giant’s new “Bearista” holiday cup sent fans into a frenzy. 

Dropped alongside its 2025 holiday menu, the $30 beanie-wearing glass bear tumbler sparked long lines, sellouts, and even in-store scuffles before Starbucks stepped in with an apology.

“The excitement for our merchandise exceeded even our biggest expectations,” the company said in a statement to People. “Despite shipping more Bearista cups to our coffeehouses than almost any other item this holiday season, the Bearista cup and some other items sold out fast.”

Within hours of launch, frustrated fans flooded Starbucks’ social media pages and even store hotlines. Some customers waited in line before dawn and others said their stores received only a handful of cups. In one Houston location, the craze even turned physical, with police reportedly called to break up a brawl. Meanwhile, the cup is already reselling on sites like eBay, with listings topping $600.

“We understand many customers were excited about the Bearista cup and apologize for the disappointment this may have caused,” Starbucks said. While in-store customers may be upset, investors seem happy about the viral hit, as the stock has risen over 3% on Friday.

If you’re still hoping for a Bearista at market price, that may not be on order: the chain didn’t disclose how many cups were made or whether a restock is planned.

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Target tells workers to smile, wave, and greet shoppers if they come within 10 feet of them

Target just rolled out a new rule for store employees: smile, make eye contact, and greet or wave when a shopper comes within 10 feet — and if they get closer, within four feet, ask whether they need help or how their day is going, according to a new Bloomberg report.

Dubbed the 10-4 program internally, the rule mirrors rival Walmarts own 10-foot policy, formalizing behavior Target had previously only encouraged.

business

Monster surges on energy drink buzz, while Celsius sinks on distribution concerns

Shares of Monster Beverage climbed 5% after the bell on Thursday, and held most of those gains into early trading on Friday, following strong Q3 results.

The energy drink giant topped market expectations, with quarterly sales up 17% year over year to $2.2 billion and adjusted net profits growing 41% to $524.5 million — 11% ahead of Wall Street’s estimates. In the report, Monster highlighted its zero-sugar line and new product launches, with a stack of novel flavors already released this year, as bright spots.

During a call with analysts, Chief Executive Hilton Schlosberg said that the global energy drink category “remains healthy with robust growth,” The Wall Street Journal reported, adding that demand for more affordable caffeinated drinks is rising as coffee has become “really expensive.”

Meanwhile, rival beverage business Celsius saw shares fall as much as 23% on its Q3 results yesterday — despite beating expectations, with revenue jumping 173% — largely due to concerns about a change in the company’s distribution channel, as its newly acquired Alani Nu brand joins the PepsiCo distribution network.

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