The National Geographic Society, which we've previously called into question, is publishing this book. There is room to debate Mr. Lynas in this essay, and probably more in the book. However, our skepticism was relieved when we got to this part.
People’s desire to eat more meat as they get more wealthy is so deeply embedded in most cultures (and getting lots of protein may even be a biological impulse inherent in all of us) that it is not something that is amenable to outside influence. As with climate change, the only pragmatic option is to concentrate efforts to fulfil people’s desires and demands in a way that protects natural ecosystems as far as possible – not to try to challenge patterns of consumption per se by insisting that they are unsustainable, even if this appears to be the case in the short term. Such an approach has failed in the past and will continue to fail in the future.
Biofuel proponents will have some difficulty with what followed, however.