The Merchandising of Virtue
Nassim Nicholas Taleb

Interesting case at the moment in Cape Town: experiencing its worst water shortage in a century, so the largest health club chain is cutting its sauna and steam services, limiting showers.

While this is a prudent exercise it describes the same phenomena with a twist. Its members, who are sold almost solely on the preponderance of facilities (because, lifting 5kg you can do in a kitchen unlike a hotel which has some other essential, ethereal charms it markets), have at this point no recourse to rebates or discounts.

The water figure they will save is around 650,000 litres, according to their own communication.