The Pocket Bottle is being marketed as a gym, bicycle, and auto accessory designed to hold your iPod, iPhone, cell phone, PDA, credit card, keychain, or a snack. It can fit in the cupholder of your car or the water bottle holder in your bicycle. The Pocket Bottle comes with 7 bands to strap in your device. At $12.50 it seems a bit pricey for something that is basically JUST A RUBBER BAND. But if you feel secure strapping in your credit cards, car keys, or Zune to a plastic bottle, by all means go for it.