As someone with a degree in metalurgy, who works doing tool and die work...
( I should laugh at that Sears guy... but I also know retail sales... anything to make the sale )
Water is not a proper coolant/lube for drilling. - On hand operated equipment variations in tool pressure and feed rate can cause thermal shock of the cutting edges and cause the tool to wear much faster.
A water soluable oil at about a 4% mix is a good coolant for Aluminum. For steels including free machining stainless I would up the mix to about 10%. I prefer Rustlick WS5050. I work with NuCut daily ( management taking the cheaper short term way out...)
For the home workshop user - tapping fluid or black oil ( can be bought at plumbing supply to cut pipe threads with a die ratchet.) is the best choice.
And those drills with a Gold coating are Titainium Nitride - it was the hot ticket almost 20 years ago. Today I run some tools with a Black Diamond film. Cuts like a red hot branding iron thru a block of lard... { without the smoke...
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