Well said, Rolf. I concur with your views and your comments but I would like to add one point regarding your final paragraph. I believe that we, as an industry, have a responsibility not merely to incorporate the expectations of end-users, but to contribute to a more sustainable world by shaping and influencing our end-users' opinions and expectations. It is simply not sustainable for water consumption in the Middle East (whether "virgin" water or re-used water) to remain at current levels. There needs to be controls in place to ensure new homes are built to sustainable standards, similar to the steps recently taken in Cape Town following the recent crisis. The population as a whole needs to understand the true cost of water. This means both the true monetary cost (as opposed to a subsidised cost) and the environmental cost in terms of the use of natural resources, carbon emissions and chemicals. Too many people around the world take water for granted. This needs to change.

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Well said, Rolf. I concur with your views and your comments but I would like to add one point regarding your final paragraph. I believe that we, as an industry, have a responsibility not merely to incorporate the expectations of end-users, but to contribute to a more sustainable world by shaping and influencing our end-users' opinions and expectations.

It is simply not sustainable for water consumption in the Middle East (whether "virgin" water or re-used water) to remain at current levels. There needs to be controls in place to ensure new homes are built to sustainable standards, similar to the steps recently taken in Cape Town following the recent crisis.

The population as a whole needs to understand the true cost of water. This means both the true monetary cost (as opposed to a subsidised cost) and the environmental cost in terms of the use of natural resources, carbon emissions and chemicals.

Too many people around the world take water for granted. This needs to change.