Imagine you’re an environmentalist, trying to warn others of the need to take action on climate change. Your friend tells you off like this: “If you really cared about the planet, you’d stop using electronics and take your own house off the electrical grid.”

“Ah,” you reply, “but that won’t save the planet unless everyone does it. My personal emissions, and even those of every activist who agrees with me, won’t be enough to save the planet if everyone else keeps polluting.”

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