[bradleyjg]

One way of thinking about the environmentalist movement is that it's an individualistic effort to price in one's own externalities, since American society more broadly is unable or unwilling to do this.

Nah. If this was what was going on we’d expect to see a lot more substitutions, offsets, and so on.

Instead the focus seems to be on personal virtue vis-a-vis the environment and particularly public demonstrations of personal virtue, rather than in maximizing effectiveness.

For example, why is residential rooftop solar being built out in the Pacific Northwest?