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Sorry, Your Paper Coffee Cup Is a Toxic Nightmare
(www.wired.com)
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The fear is that by doing these mostly ineffectual changes that puts the burden on consumers, the public perception of how much is being done gets skewed far beyond what the actual benefits are, and it uses up the willpower/energy people have for change. It ends up being a corporate misdirection that prevents any meaningful change from happening, like greenwashing.