Beverage company Dirty Lemon‘s Drug Store at 293 Church has opened, says the New York Times, and it has a gimmick: “Anyone can walk in, grab a $10.83 activated-charcoal drink and leave. But the beverages, typically sold online by the case by Dirty Lemon, a start-up that runs the store, are not free. Dirty Lemon has made a bet that customers will pay the same way they order its pricey lemon-flavored drinks for home delivery: by sending the company a text message. In the store, customers are expected to text Dirty Lemon to say they have grabbed something. A representative will then text back with a link to enter their credit card information, adding, ‘Let us know if you need anything else.'”