Closing your eyes to the cost doesn't mean that the cost isn't there. For example, maybe lettuce grown and sold from California can be bought at $2/head. If yo

Closing your eyes to the cost doesn't mean that the cost isn't there. For example, maybe lettuce grown and sold from California can be bought at $2/head. If you were to truly factor in the misuse of water, maybe the cost should be $3. Maybe at $3, lettuce grown in Florida, Oregon, Vermont and Iowa is cost-competitive. A lot of maybes, sure, but the point is that if you were to charge for the water what the water actually should cost, then that cost actually gets built into the system, and the market can work. You can't have your cake and eat it - for a market system to work, you need to actually allow pricing to reflect the actual costs.