There's some who say that a trip to see the Montreal Canadiens play hockey at the Bell Centre is more than just entertainment. It's been compared to a religious experience, as fans soak up the heady atmosphere of the NHL's premiere temple of hockey. There, walking through the storied corridors amongst the pictures and statues of the sainted players of the past, it is said that one can feel the the presence of the famous 'ghosts' that surround and protect the team.
That's probably why a regular bottle of water undergoes a mystical transformation and becomes holy water, once it enters the hollowed confines of the Church of the Canadiens.
.....Otherwise how can the price be justified.