Lead researcher, Dr. Yan Li, says they discovered "it makes no difference if a woman drinks wine, beer or liquor -- it's the alcohol itself and the quantity consumed" that is critical.

CNN: Alcohol and breast cancer: Weigh your risks

The study found no link with quantity consumed.

BBC: Chocolate 'may help keep people slim'

But the hose ban aims to reduce the quantity of water consumed while maintaining a cap on the price.

ECONOMIST: Banning hosepipe use is a poor solution to a water shortage

It's more ticklish when chang's on offer, since it's (a) funky tasting, (b) knee wobbling when consumed in quantity, and (c) very possibly homemade, so that not quaffing it down may bruise feelings.

FORBES: Magazine Article

If food is a factor in rising obesity levels, this is due to the quantity being eaten, and the way it is consumed, rather than the way it is produced.

BBC: 10 THINGS WE DIDN'T KNOW THIS TIME LAST WEEK

In contrast, the Internet is typically priced based on quantity of bandwidth, regardless of what kind of content is being consumed.

FORBES: More on Bandwidth Caps and Price Discrimination

Do note one important nuance: at the quantities it is currently being consumed, sugar is sugar, the evil mostly resides in the quantity.

FORBES: Connect