This is all too true. I wish the solution was simply convincing people that their conveniences and conceits are destroying the planet. But change is hard, particularly when it requires personal sacrifice. This is not to say that we shouldn't keep advocating and warning, they are part of real change. But in a society driven by ego and profit, we need to come up with solutions that leverage those same elements. We need to move faster to develop profitable technologies that recycle, repurpose and reuse products. We also need to make these behaviors and this lifestyle fashionable - for the long term. Petty? Yes, absolutely. Profit-driven? Without a doubt. But possible? I think so. Say what you will about Musk and Tesla, about the inequities of battery-powered cars that cost six figures. But to get where we need to go. we have to travel a path that includes the technology and personality of people like him. And marketing that panders to a person's ego. Not enough people do something because it's right, they do it because it makes them feel good. Do we have time to be clever? Not really. But true innovation tends to be exponential; so forward progress thrives on continuous energy. We all need to keep pushing, posting, and protesting for change. But at the same time, given the world we live in, we need to encourage and support those who are innovating, profiting, and profiling. There are more than a few strategies and tactics for bringing about behavioral change, I suggest that we use them all - this is too important.