Amory Lovins

Public discourse about climate change has resulted in the erroneous idea that it's all about cost, burden and sacrifice. If the math was correct, everyone would see it's about profit, jobs and competitive advantage.

The market is incredibly inefficient and capable on rare occasions of being utterly dysfunctional. And people have a really hard time getting their brain around that fact. They want to believe that it's approximately efficient almost all the time, and it simply isn't true.