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For a species born in a time when resources were limited and dangers were great, our natural tendency to share and cooperate is complicated when resources are plenty and outside dangers are few. When we have less, we tend to be more open to sharing what we have. Certain nomadic tribes don’t have much, yet they are happy to share because it is in their interest to do so. If you happen upon them in your travels, they will open up their homes and give you their food and hospitality. It's not just because they are nice people; it's because their survival depends on sharing, for they know that they may be the travelers in need of food and shelter another day. Ironically, the more we have, the bigger our fences, the more sophisticated our security to keep people away and the less we want to share. Our desire for more, combined with our decreased physical interaction with the "common folk," starts to create a disconnection to reality.

Around that time, the attitudes of Americans toward environmental problems were starting to change. More and more people were becoming aware of the need to protect the environment, and the shocking image of the burning river sparked public anger about water pollution. As a result, the Cuyahoga River fire of 1969 became a symbol of pollution. A national environmental awareness event was held on April 22, 1970, which later became known as the first Earth Day. And in 1972, national water quality standards were established with the passage of the Clean Water Act.

Technologists are always on the lookout for quantifiable metrics. Measurable inputs to a model are their lifeblood, and like a social scientist, a technologist needs to identify concrete measures, or "proxies," for assessing progress. This need for quantifiable proxies produces a bias toward measuring things that are easy to quantify. But simple metrics can take us further away from the important goals we really care about, which may require complicated metrics or be extremely difficult, or perhaps impossible, to reduce to any measure. And when we have imperfect or bad proxies, we can easily fall under the illusion that we are solving for a good end without actually making genuine progress toward a worthy solution. The problem of proxies is attributed to technologists frequently substituting what is measurable for what is meaningful. As the saying goes, "Not everything that counts can be counted, and not everything that can be counted counts."