People don’t like to think they’re responsible as consumers, probably the most nefarious part of our consumer culture. It’s the Climate Change problem: I live in Florida where it’s extremely hot much of the year, but don’t use AC, I walk most places I go instead of diving, and haven’t eaten meat for years; yet, so many of my peers concerned about climate change seem to believe they don’t need to make any changes and all the change will come from the institutions downward. Same with social media. We’re now at a crazy point in history where engaging in small, socially acceptable behaviors can have negative or even catastrophic consequences and I don’t think we’ve wrapped our brains around that fact.