One of the biggest undertakings would be a 17, 800-bed Olympic Village, designed in an "open-air museum" concept, which would "be fully financed and guaranteed by the City of Madrid" to ensure "minimum risk factor, " according to the city's application, submitted in February.

WSJ: Menu

But to many the clinching factor in support of a minimum price is that the evidence suggests it will hit the problem drinkers the hardest.

BBC: The battle over alcohol pricing

Still, the gee whiz factor was kept to a minimum.

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