According to economists, the more we consume of something the less valuable it becomes, which prompts this question: are pricing strategies for water use really matching consumers' idea of what it's worth?

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It's not just what you say; it's how you type it. Capitalizing every letter in a water utility's billing statement might turn out to be a turn‐off for customers and could obscure a utility's good intentions.

Like a life‐threatening riptide, utility rate increases that lack a carefully thought‐out process to inform and involve the public can have disastrous consequences.

Consumers in the United States are accustomed to paying less when buying larger quantities. That's why water utilities need to help customers understand why tiered rate structures are created and how they work.