|Style over substance|
 Experimental protocol (or lack thereof)
Emoto's work consists of people talking to bottles of water, saying either "good" words or "bad" words. Later on the water is frozen and put under high powered microscopes so photographers take pictures of nice looking crystals for the water that had "good" words and take pictures of ugly looking crystals for the water that had "bad" words. Any nice looking crystals in "bad" word water or ugly crystals in "good" word water are, of course, ignored. With the photos in hand Emoto then claims he has discovered a psychic link between water and humans.
Emoto's work has largely been neglected by mainstream scientists, although a few have pointed out the obvious lack of controls and subjective nature of the photographing processes that completely negate his claims. He has also refused James Randi's million-dollar prize to redo the experiment with proper double-blind conditions. Emoto does not particularly care about science though; he is primarily interested, of course, in selling his books, promoting his expensive "seminars" and "lectures", and selling overpriced water.
Emoto's take home message is that the battle for water's soul is a reflection of humanity at large, and that water crystal conversion to the good side of the force is a global imperative.
“”In my lectures, I talk about how water and water crystals are 10 percent goodness, 10 percent evil, and the rest — 80 percent — is opportunist. When the 10 percent that is goodness and the 10 percent that is badness in water crystals fight, then the 10 percent that is goodness wins and overpowers evilness. So, if the 10 percent of goodness would carry past that fight to the 80 percent that is opportunist, than the 80 percent will follow the goodness, not the badness. Likewise, 10 percent of people are positive and believe in this, 10 percent are skeptical, and the other 80 percent are looking to see who wins!
Emoto's web domain name, watercrystalstudy.com, is for sale.
 The power of nationalism over water
The effect of the Saudi Arabian national anthem on water crystals.
- ↑ "The name “Masaru Emoto” has been registered as a trademark in 40 countries."
- ↑ 2005 interview of Emoto by Ray Hemachandra in New Age Retailer, here, page 4.