I think in part because I'm in it as one of the very, very minor characters. He's making the basic point that when you have a problem that you address through some individual behavior,. That then I'm crowding out in some ways system level S frame solutions. So iFrame and S frame, it's very catchy. It's so great, like writer slash brander.
Is it enough to toss a soda can in the recycling? Why is Maria obsessed with Nobel Prize lectures? And wait — is that a news alert or a tiger?