Dr. Mahesh Paranjpe, senior professor at Tata Institute of Social Sciences was disinterestingly browsing the morning papers when his eyes fell upon two news items posted side by side. One item revealed that a survey has ranked Mumbai as the seventh dirtiest city in the world. The other new item was about four Indians making it to the list of top ten billionaires in the world. Dr. Paranjpe's instinctively knew that it would be the second news item that would make the most of the buzz of the two.