The moral castigation of those who did not take part in Earth Hour for whatever reason shows how the campaign, while perfectly well-meaning at heart, has crossed the bridge from awareness into institutionalised do-goodery.
I remember when Earth Hour first entered the public consciousness. I was so excited about my chance to change the world that I filled a bathtub and lazed around in some mass-produced body soak with all the lights off. To ensure that I didn't miss anything - including pictures of everyone else saving the world for an hour - I dutifully charged all my electronic devices before turning the plugs off.
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