Because turning lead into gold won't get you drunk.
It's creative-thinking guys like this that will discover the next major breakthrough in technology, medicine, or space travel.
...or perhaps they'll simply end up pickling their brains with their next experiment. Either way, I found this to be an excellent example of applied innovation.
"In the alchemical tradition, creation of the Philosopher’s stone is the ultimate end to man’s needs. The stone has the power to cure disease, prolong life, and possesses the added benefit of being able to transmute metals, as in lead into gold.
As scienticians, we believe that such an object exists, and that it can be used for our own dastardly purposes.Our theory is that a simple Brita water filter can be used to make bad vodka, into good."