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To me, the conclusion that the public has the ultimate responsibility for the behavior of even the biggest businesses is empowering and hopeful, rather than disappointing. My conclusion is not a moralistic one about who is right or wrong, admirable or selfish, a good guy or a bad guy. My conclusion is instead a prediction, based on what I have seen happening in the past. Businesses have changed when the public came to expect and require different behavior, to reward businesses for behavior that the public wanted, and to make things difficult for businesses practicing behaviors that the public didn't want. I predict that in the future, just as in the past, changes in public attitudes will be essential for changes in businesses' environmental practices. ↗
Prediction in a complex world is a chancy business. Every decision that a survival machine takes is a gamble, and it is the business of genes to program brains in advance so that on average they take decisions that pay off. The currency used in the casino of evolution is survival, strictly gene survival, but for many purposes individual survival is a reasonable approximation. ↗
Celebrity chefs are the leaders in the field of food, and we are the led. Why should the leaders of chemical businesses be held responsible for polluting the marine environment with a few grams of effluent, which is sublethal to marine species, while celebrity chefs are turning out endangered fish at several dozen tables a night without enduring a syllable of criticism? ↗
Bullish or bearish are terms used by people who do not engage in practicing uncertainty, like the television commentators, or those who have no experience in handling risk. Alas, investors and businesses are not paid in probabilities; they are paid in dollars. Accordingly, it is not how likely an event is to happen that matters, it is how much is made when it happens that should be the consideration. ↗
