"So like while we would never believe that if we saw a stone rolling down a mountain, that if we all just stared at it and willed it back up the hill, it would do that, we do tend to believe that if we all individually do our part for the environment or ask people to just individually act that because people want that to be so and want that to work, that it just will, we believe that if we give people more information than then somehow just spontaneously they will change their behaviour, which really is quite fanciful."

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