Your body retains water through the kidneys. Antidiuretic hormone (or vasopressin) is what tells your kidneys to hold onto water instead of discarding it into the bladder. Which is why you feel parched after a night out drinking, ethanol hinders the production of ADH. Multiply that by 25 and you have the poor dude.
“Innovation” is just the buzzword for the practice of figuring out how to extract more money from the paupers while delivering less. They have to invent new ways of scamming you, so the profit goes up.