Scientists tell us that in the next decade water will become more of a scarce resource than ever before and that millions globally will experience life threatening shortages. Given this scenario, doesn’t it make sense for the irrigation industry to take the lead along with governments to establish guidelines and strategies to conserve this precious resource? Perhaps if homeowners were required to pay fair market value for the actual cost of water, there would be some incentive to self regulate how much water is being applied to their private properties. The fact that the true cost of H2O is subsidized by taxpayers as a utility underscores the very nature of this dilemma. Why should Harry Homeowner care that his sprinkler is spewing 4 times the amount of water that is necessary for his landscape when he is paying cents on the dollar of the true cost of the stuff? Homeowners will not be concerned about conserving water until the cost of it affects their bottom line. Until then, local jurisdictions will continue to impose water restrictions during periods of extended droughts.