Conspicuous consumption in the overdrive: The world's first refrigerated beach is to be built at a luxury hotel in the Dubai (aka the new Las Vegas) so the tourists don't burn their feet on the scalding hot sand.
The beach will include a system of heat-absorbing pipes built under the sand and giant wind blowers, designed to keep tourists cool in the searing 40-50C heat. Understandably the plans have been criticized by campaigners who are infuriated by the potential impact on climate change. Perhaps they could make it a solar powered refrigerator? Or even better, perhaps the drowning people of the Maldives could set up their camps there?