One way to control water usage would be a rational pricing policy.

ECONOMIST: China

Facebook's final pricing comes amid recent financial disclosures that threw some cold water on the ballyhooed IPO.

WSJ: Facebook Prices Its IPO at $38

They also agreed that poorly executed pricing strategies can be the death knell for retailers, and could end up lowering the water mark for the industry as a whole.

FORBES: Postscript On Retail Pricing: Avoiding The "Race To The Bottom"