During the hot summer of 1995, the managing director of Yorkshire Water, Trevor Newton, achieved notoriety when he urged customers to use less of his company's product by issuing a motivational message: 'I personally have not had a bath or shower for three months.'
The serious aspect of the farce was that, just as now, the public was outraged by the mismatch between rewards for investors and the standard of service being provided by a privatised utility.
The saga also underlined the rotten state of the water infrastructure, the reason given for privatisation in the first place.
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