Saving the planet...by painting
It's the simple ideas that no one cares about...at least no one who's more interested in pontificating about how we need to sacrifice our lifestyles to "save the planet":
SAVING THE PLANET -- or at least some energy -- with white roofs. It's worth a try! Megan McArdle has thoughts, and so does Mark Kleiman, who says that the idea is too simple and obvious to interest the political/policy community. "Just as a child is unlikely to be impressed with a highly efficient engine, because it fails to make a satisfyingly loud noise, or to trust a medicine that doesn't taste bitter, a political journalist is unlikely to be impressed with an innovation that doesn't cost a lot of money or create some other sort of major inconvenience or controversy."
Source: Instapundit.com -