Right. I think there are a lot of people who would be happy to give up something, but would need big societal changes first. Like, giving up driving a car, but would need cities to be designed more like Europe where it's possible to get by without a car. Or, living in a more efficient high-rise apartment building vs. a less efficient detached house, but would need building codes and standards to be better so they weren't constantly being annoyed by a noisy neighbour, or having to put up with smells from other apartments.