From the venerable New York Times:

Think of the public as a consumer in a grocery aisle passing a box of brownie mix, the consultant said. The brownie on the front is so delectable that she can imagine the taste and the smell. So delicious, in fact, that she pays no attention to the back of the box listing the ruinous fat and calorie content.

Environmentalists, the consultant said, were always yammering to consumers about the back of the box.  And, guess what? Nobody wants to listen.

Yes. Environmentalists are the same people who campaign to replace Happy Meal fries with celery sticks.