message in a bottle

As I was getting the recycling ready to put out (By the way, is it wrong that I miss the old days when garbage was garbage and we didn't have wash, separate or generally think about it? We just put it out and it went away.) I noticed this bottle:

Let's take a closer look at that:

"New easy grip bottle"?! Seriously?! Is that really necessary? Were people really having so much trouble with the old design? If folks were dropping their bottles all the time, perhaps it should have been seen as an indicator that the rum to coke ratio was a bit off. This seems like an overreaction to me.