This is getting more and more irrelevant by the day. If “climate tech” fails to “fix” climate change (a goal which I believe to be impossible), then it’s not going to matter what people’s preferences are — the choices are going to be made for them and it won’t matter what they like/dislike.
I just read the chapter where he elaborate on that exact idea.
I think it’s absolutely on point with our attitude as a society / specie
This is is just alarmist talk that was made famous by the likes of the Effective Altruism guys.
But keep in mind that if two companies provide N-fixing technology, and one of them doesn't require changes in consumer preference, then they will be the winner
Climate change is a fixable problem. It is not anywhere near the point that choices will be made for people in the next two to three decades.