The Aguanomics blog is a water-issues blog written by an honest-to-goodness economist, and frankly, the Underground’s sizable Nestle-research staff had a good laugh at his comments regarding the folks in McCloud who originally signed this absolute hummer of a contract:

Bottom Line: They should fire/tar and feather the fools who signed the original contract and start again, or, better yet — cut out the middleman, bottle "McCloud water," and sell a lot less of it for a lot more.

Sadly, selling McCloud Water is a cool idea, though the problem lies with a distribution channel dominated by a small handful of mega-corporations; they prevent new players form entering the marketing by tying up/buying up/monopolizing the retail shelf space (can anyone say anti-trust?).

Our economist hits it smack on the head with:

Nestle is really running a mining operation, and the natives — as usual — are not getting a very big piece of the pie. Instead of thinking "wow, Nestle is going to build a 1,000,000 sq foot plant and run 600 trucks/day through our town of 1,350 people — we’d better give them a good price," they should get a BIG share of the pie — more like $5,000/AF, since that’s still only about 1.5 cents/gallon.

More as it happens, Undergrounders.