Well, I think Lovin's message is good in general, but I do think you need a giant glass of Kool-Aid with it.
Lovin and the Rocky Mountain Institute have been big names in the environmental movement for a long time. I read a fairly in-depth interview with him a few years ago. It all sounded soooo good, but it was really weak on numbers. So I went to his web site, and I couldn't find much in the way of hard numbers there either.
I mean, if he claims he can keep his Colorado offices comfortably heated, and grow banana plants there with almost no outside energy - where are the numbers to say this is cost effective? I couldn't find them. Just look at Nord's solar install - with so many factors in his favor (subsidies, high local electric rates, good location for solar, scrounging used panels, sweat equity, etc), there is still a pretty long payback period.
Lovin makes good points, I just don't think it's as easy as he makes it out to be. And if it was, greedy old capitalists would be making it happen. I mean, that *was* his point about the capitalists saving the whales in the early 1900's. They ran out of customers before they ran out of whales, because petroleum was cheaper. So the greedy capatilists started chasing petroleum rather than chase whales. Did it take a long time for them to figure that out? Not really. So, if more energy efficient processes were truly that easily implemented, and provided so much benefit, I think businesses would be doing more of it. Some are, (Walmart and Google have programs), but I just don't think it is the slam-dunk that Lovin's makes it out to be.
I do 100% agree with this info from the slide:
The number #1 thing govt could do is stop subsidizing fossil fuel, then start taxing it to help pay for environmental impacts, then get out of the way and let greedy capitalists address the issue with alternate clean sources.
-ERD50