Yet it’s something that we need to overcome. The fact that our intuitions are so ‘off’ is a problem. At a time when the world needs to eat less meat, we’ve seen a pushback against meat-substitute products because they’re ‘processed’. When we need to be using less land for agriculture we’ve seen a recent resurgence in organic, but more land-hungry, farming. When more of us need to be living in dense cities I hear more people dreaming of a romantic life in the countryside with a self-sufficient garden plot. If what we need to do is at odds with what feels right, then that’s a problem. That means
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