RethinkX

A company called VOW, V-O-W, created an enormous woolly mammoth meatball, though no one was allowed to eat it since the DNA came from a fossil and the company didn't know whether it was actually fit for human consumption.

The think tank RethinkX predicted that cultivated meat would decimate the U.S. beef industry by 2030, reducing demand for the conventional variety by a whopping 70%.

As the organization wrote, we are already on the cusp of the deepest, fastest, most consequential disruption in food and agriculture production since the first domestication of plants and animals 10,000 years ago.

And yet, despite the frenzy, the meat itself never arrived.

So it was really interesting.

And just there is hope at the end of the tunnel because, for example, RethinkX, it's an international think tank, and they talk about food, energy, transportation, and work.

And how these new technologies are not just better for the environment and the planet, but also more economically viable.

So that means that people will change.

And unless that can be really viable at a scale and a cost, it's just will never be something that's considered viable.

but i guess the the tipping point comes when really when the cost curves cross if you want to put it like that so we tend to focus a lot on the market growth so how many widgets are being sold and And what does that tell us about whether something's growing? But those that really study this in detail, organizations like RethinkX, Tony Seba, and James Arabib founded that, and they really study cost curves.

So every new technology starts out astronomically expensive, and then it goes on a journey.

And if you can plot the rate of change of that cost curve, you can predict at what point it becomes expensive.

And there are good reasons for that.

That sort of analogy you used with the horses and the cars, there's a very good analysis.

RethinkX does this very well, but it's been collected in a book called The Pattern of Progress by Brad Libby, one of their researchers.

And he literally looks at hundreds of technologies, how they have that X curve of the one rising and the other one declining and at some point they cross.