Humans are stubborn by nature. People, generally, are not going to change the way they live, i.e. how much they consume or how much waste they produce, unless they are forced to. Most people don't see the problem as a big one, and don't seem to notice. Others, like me, see the problem but don't see a real way to do anything about it. Yeah sure, I could ride my bike to work or write letters to my congressman or protest or hand pamphlets out to my freinds, but come on... who would want to ride their bike to work in this heat? What congressman reads a single letter from some guy about environmental issues and says, "hey, he's right. I'm going to write a bill." In my mind, any impact I try to create would be too small to make a feasible difference in the world. It's a bad way to think, I know. I think I can make a difference in my family, my workplace, my community, but only a few people get to the point where they affect the world. So I'll just keep driving my SUV to work every day.