“That's the challenging part. And I think part of what I'm trying to do to educate the public about this: Part of being persuasive is acknowledging the two-sided message of trying to talk about climate change. So everyone talks about the benefits, and no one talks about the costs. You have to acknowledge short-term sacrifices, financially, socially, and then value-wise. If you've identified with a group where the origin of the Fords, you know, Ford Model T cars, and if you're really a big car aficionado, and you like Mustangs and BMWs and Lamborghinis...is that this requires a deviation from an affinity that you identify with. People who are social activists about climate change, they do not acknowledge that there are psychological costs and social costs for individuals that haven't had the buy-in yet. And because of that, their critics can pounc ...