I use the idea of peak indifference to describe the moment when activists no longer have to try to convince people that a problem is real (the problem does that itself, by ruining ever-more-people's lives), and then the job switched to convincing people that it's not too late to do something about it (if the day you finally decide to take rhino population declines seriously is the day they announce there's only one rhino left, there's a powerful temptation to shoot that rhino and find out what it tastes like). Read the rest