[laughs]

That was it.

In 1947, a company called Lily Tulip in the US added a simple plastic liner to the paper cup, and that one tiny shift turned coffee into a portable drink that within the span of five or six years became America's biggest selling packaged drink, bigger than every other drink combined.

And in some ways, um, the, the, the story of kind of how we went from drinking small amounts of coffee, very stationary, to drinking coffee, you know, all day, every day, anywhere, I think it very nicely mimics the story of plastics and how this thing that is seemingly just a material has really shifted our behavior.

Um, and I think that's one of the things that makes it so hard to grapple with is it's not just a material shift, it is a supply chain, a lifestyle, a cultural shift that we need to kind of think about all together.

And in my book, I have several examples of this.

So I talk about how the disposable diaper, which was invented by Procter & Gamble, um, at a mass level, Pampers, has really elongated the age at which we potty train our children.

Yeah