I missed that on my first read-through. Yes, that's truly terrible.

But if you stopped after that you missed the bit about how great life was in Britain in the period 1938-1944, when we apparently were using less resources, but were happier, and how we need to get that feeling back.

update: Also, the article promises that if you want more then there's information available on their website. Unfortunately I can't find anything on their website except two copies of an enormous counter (yup, still 100) and an invitation to spam your friends with their monthly newsletter. Can anyone find it?