I think they're, and this ties into people's identity and their jobs as well. It's hard to have a solution or a suite of responses that is counter to one's built identity or their paycheck. If my job is measured in certain metrics, even if it's not a perverse fiscal incentive for me, but I can do something that will feed the kids through an environmentally unsustainable strategy. And so there, I think of that as a institutional choice architecture that is perverse to the totality of what the world needs. You don't have to be trying to solve everything, but you do have to ensure that what you're doing here is considered enough of the other areas that you're not causing

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