“Price it right, use it well”. From the perspective of market logic, this is the only feasible solution to the looming shortages of fresh water on the planet. Yet the very idea of commodifying the commons, the most basic fundamentals of human rights, is anathema, or should be. There have to be better solutions and indeed there are. But for them to be inserted at the appropriate levels of infrastructure in ways that will not benefit only the elite and middle class will require more than magic. It requires the active investment of time, energy and conscious will of us all.