Sunday, October 08, 2006


Peak Cola

Eni Italian Oil Executive Paolo Scaroni wants the world to know that oil is not the expensive when compared with a logical other product - Coca-Cola.

"Today, a barrel of oil is worth half a barrel of Coca-Cola. So you should put things into perspective," he said, adding that the fact that consumers had not significantly changed their behaviour proved that they were not particularly feeling the pinch.

Until I can fill a car with Crystal Pepsi or Vanilla Coke, this means nothing to me. The same logic could be applied to bottled water. Except that cars don't run off Coke, water or cabbage.

Scaroni went on to point out these nuggets:

The western world can live with oil above $30, $40, $50, $60, $70 a barrel and have economies expand;
Inflation is low;
Consumers continue to drive SUVs; and
Air-conditioners are so high in American restaurants that you have to put on a coat otherwise you get sick

The last two are particularly insulting. Just because individuals or organizations engage in a certain type of behaviour or activity does not make it correct nor does it not present a need to make modifications.

The sooner alternative fuels are developed the better. The arrogance of some of the car makers and oil executives is galling.

I would like to buy the world some diesel and live in perfect harmony...

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