Ah yes, truly an easy sell. Let's try telling that to the developing nations who's people are just getting access to clean water, electricity, refrigeration and transportation first.
I didn’t say it would be.
“We will do these things not because they are easy, but because they are hard”
Sure, but that is not a stable solution. Defection is rewarded.
So we need a reward (or a punishment) that is perceived as bigger than defection.