The latest in the current spree of companies bludgeoning us with marketing into believing their price increases are good for us is Metrowater: “Last year, after five years without an increase, Metrowater increased water and wastewater prices. This year prices will again increase.” Unlike Sky TV’s geniuses, however, Metrowater’s chief executive Jim Bentley, in his letter dated 9 May, has a veritable reservoir of advice for customers on how to save money in spite of price increases. Committed as his company is to “learning and growth”, Bentley — clearly an expert in advanced economic theory — offers this:

“Another way to reduce your costs is to use less water…”

Thanks, Jim. Drop me a line any time you have any more gems like that.