They don't buy, or they buy something else. If there's one thing that economics has taught us, it's that people will reduce their consumption when prices go up;

They don't buy, or they buy something else. If there's one thing that economics has taught us, it's that people will reduce their consumption when prices go up; even water demonstrates price elasticity: http://www.nber.org/papers/w13573.pdf http://www.nber.org/papers/w13573.pdf