Sustainability or Marketing?

We hear a lot about "win-win" technologies and the "triple bottom line." Save money, save resources, save the planet. Unfortunately, without hard limits on energy and resource extraction, humanity finds all sorts of little ways to put those savings to use. Sometimes they are innocent things, like holiday-themed jerseys, that supposedly bring joy to our lives.

That's why your individual consumption choices and even company-level win-wins are not great places to focus our attention. We need enforceable resource extraction limits with global reach.

PS - I'm using this as an example of how normal and non-evil it is to grow our resource use. Also how difficult it is to pinpoint where and how the "jevons paradox" or the "rebound effect" actually occur.