[version_five]

Tesla made a high performance electric car. Its nothing like "conscientious and intentional comsumption". They didn't make having a wussy electric car cool, they made a powerful electric car. The parallel I could maybe see to efficient living is making it zero cost, or somehow more rewarding, instead of asking people to cut back. This comes from better technology, whether its cheap efficient lights or lab grown meat that actually tastes and nourishes like meat or carbon capture or whatever.