I tend to appreciate their analysis, because they incorporate factors that few environmental activists do, things such as opportunity cost or the substitution effect. This sometimes comes out to some rather surprising results, and more often than one would think the so-called "greener" option isn't all that beneficial, or that the impact is so close for all options any slight change in price or technology will change the result.
While I find it fascinating reading, the authors also admit that making a positive impact for the environment really isn't all about buying green mattresses or making an eco-friendly web page. It's making huge lifestyle choices that really matter--and these are choices that aren't just choosing the right packaging for your groceries. It involves never driving your car again, forswearing against flying, and taking a wire clamp to your power lines. Most people will buy recycled packaging and go to the farmer's market once a month, and feel good about themselves while they fly to Cancun or buy a big-screen TV.
As P.J. O'Rourke
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