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The new Pure makeup from Maybelline New York is made with 50% water, but as the makeup company's new website illustrates, public opinion is rarely so evenly split. Created by Avenue A/Razorfish, the "What is Pure?" site is a forum for casual pollsters, where visitors can post a random topic that's on their mind (ballroom dancing, blogs, Tom Cruise and Katie Holmes' ridiculous romance, etc.) for all to chime in on. Each poll takes the form of a floating bubble that distills the topic into two pure sides—for example, "Blogs: pure ego or pure essential?" After voting, the poll-list to the right shows you whether your opinion is of the "majority" or "minority" variety.