A&W tried introducing a 1/3 lb burger, and it failed horribly because the average consumer couldn't understand that 1/3 is greater than 1/4.
Now with climate change, that same person is going to shrug off 2.7C because "2.7 isn't much". Re-frame that as 5-10F, and that person is suddenly going to be much more interested, because a 5-10F increase in summer temperatures anywhere in the US is meaningful.