There was naturally widespread sympathy across regional New Zealand when the news filtered through that Aucklanders were paying, on average, $15 for a pint of beer.
Okay, we know they like to put on a few airs and graces, and a veneer of sophistication up in the Big Smoke, but $15 is a veneer too far.
We forgive them their little foibles because, deep down, we feel sorry for them.
Having extended a hug of sympathy over their off-the-Richter-scale house prices, and wrapped a comforting arm around their trembling shoulders over the traffic gridlock, we must again support them in their hour of need.
Happy hour, that is.
The astonishing thing about the Herald bar price survey is that they are paying heaps for a mass-produced beverage -- not even a craft beer, and certainly not the special brew created in the old cow shed in the bottom paddock that we savour out in the sticks.
Now, having finally bought an inner-city box to live in for squillions, Aucklanders may have to resort to celebrating with champagne - the home loan may not stretch to a beer.
We are with them - we feel their pain; we feel their thirst. In fact, we feel their thirst so much that hostelries in the provinces are already planning all-night beer vigils, while support workers organise bring-a-bottle rallies.
All being well, we will be able to drown their sorrows.
Just as farmers extend a helping hand to drought-stricken regions by sending stock feed, so provincial NZ will arrange aid convoys.
Expect a few rattling old utes down on the Viaduct Basin soon as ... as long as they can get through the gridlock.
Mark Dawson is Editor of the Wanganui Chronicle