I'm a consumer and it makes me feel better when I'm told my coffee is fair trade and is packaged in recycled paper, but I could just make it at home if I were more organized and didn't have to spend so much time in the car. So when I get myself together and start getting up early enough to make my own coffee and use my own washable cup before getting on a commuter train in the near future I'm sure I will still want a car. Which in this day and age is like saying, "oh I gave up smoking, but I'll have one on the weekend every now and again." That's why I'm glad there are companies like BMW that are working on giving me an alternative to fuel my dirty habit. I am especially fond of BMWs because I've owned several, and let me just say some very nice people drive BMWs. BMW has been working with hydrogen as an alternative fuel for as long as I can remember and have refined the technology to a system they say is production ready. They use a conventional combustion engine that runs on liquid hydrogen and emits nothing but water. The only problem is with the production of hydrogen. The same with the electric car, of which BMW has developed the very limited production Mini E, where does the electricity come from. Ethanol, biodiesel all the alternatives are problematic, but it will be interesting to see what happens in the next few years in this arena. Cars make people crazy. They make people homocidal, cause them to get divorced, get hidden in times of war, they can be incredibly evocative and historically significant pieces of art, a time-capsule, a manifestation of the drive of a culture or a source of national pride.


I think you hit on a good point: sustainable products must be sexy. In architecture they refer to it as timeless beauty; those buildings stay around many years and get renovated.
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