I've just read my water bill. Two things:
1) We are family of 4. More or less every day we run a bowl of washing up, a dishwasher, a washing machine, a couple of showers, cooking that involves boiling something, drink water, flush the toilet on most visits etc. Apparently we use a shade under the water of a typical 2 person house. Either the data is correct and these typical people swim around their houses, or the water co are trying to let people feel ok about using more water because that way they spend more.
2) We pay by direct debit. We're in credit with the water company by more than we were 6 months ago (still not a fortune). There's no evidence on the bill of a price rise. So why do they want to put the monthly rate up by £1.50?