A bottle containing 7.7 litres of Lake Louise air retails for $32 online, comes with an attached breathing mask and promises “upwards of 150 inhalations.” The label touts the air’s assistance in “exam prep,” “recovery” and “training,” although a disclaimer notes that Vitality Air is not meant for “curing, treating or preventing any diseases or disorders.” The company recently expanded to China, and an initial shipment of 500 bottles sold out within weeks. It is preparing a second shipment of 4,000 units.