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How do they do that water thing at the Jeep NAIAS display, anyway?

If you've been to the North American International Auto Show, you've seen it. It's a HUGE rock wall with a big opening in the middle, where jets of water rain down in graphics and words, transfixing bystanders for minutes. Chrysler got an interview with George P. Johnson's John Tulloch, and he answered our burning question: