Absolutely, well said! Unfortunately there are a ton of things that consumers (and businesses .. which are ultimately run by consumers) value with their ethos- but not with their wallets. I think the disconnect comes from the “it won’t happen to me” problem you talk about in the article and that some others have commented on. I love studying psychology (namely behavioral economics) for trying to understand these types of concepts. Thanks for your thoughtful response!

-Roamy