Hi Wes,

A bit semantic, but I agree. Consuming less / more sustainably takes a lot of effort, as anyone who's ever tried to homestead or live off grid can tell you. Or even just to take fewer trips, submit to less social pressures to buy things, etc. We've spent decades learning consumer behavior through powerful desire-based advertising and now selfie culture; it's a LOT to undo (and thus falls under the banner of "do all we can").

Thanks for reading and making the point.

TJ