An establishment I frequent recently made the jump from "beer and wine only" to hard liquor. And it appears that they partook in said hard liquor when writing up the menu.
Company policy is to measure out at least one shot per drink, so the $11 price tag on shots compared to the $10 "Scotch & Water" can mean only one thing: water has a negative valuation.
Taking this idea to its logical conclusion, I now have every faucet in my apartment running full tilt, 24/7. I'll be able to cover rent in no time.