The concept of shrinkflation has entered the zeitgeist, but how about aquafication and ærification? Respectively, these are charging consumers for water and air added to their products. These innovations have the added bonus of actually increasing the weight and volume of products while decreasing their cost — the natural evolution of shrinkflation. You thought the invention of bottled water or liquid detergent was brilliant, how about cheese puffs and bags of crisps? The only element cheaper than water is air!