> As thinking individuals we can and should use our awareness and courage to make biggest "good" choices we can bear to.

That’s the cool thing about incentives, we follow them whether we realize it or not. “bear to” is where the incentives are hiding. We don’t make the best choices, we choose from the choices available to us.

You can’t fight your environment forever.

If the gooder choice is 50km away and the bad choice is down the street, eventually you’ll stop going 50km out of your way every day because it’s just too cumbersome. You might even do it “just this once” because you had a busy day and your kid is crying and you’re just so tired and then before you know it, it’s been months or even years since the last time you did the cumbersome better thing.