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Corporations will often make the most rational choice, but individuals? For whatever reason our decision-making is a lot more "sticky", and rarely in our best objective interests. Look at the proportion of solo commuters in large SUVs and trucks, or the proportion of people still paying monthly cable TV bills. Change is hard, and many choices are irrational, even without an obvious dopamine hit causing them.
My opinion: if you want "doing the right thing" to have the broadest reach, it needs to be commercially viable. Individual people will generally keep to their ways until it kills them.
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