"you know what, I’m gonna pass because I just don’t feel inspired …you should be more like Malcolm Gladwell." At this point I kind of lost it. Can you imagine? Think about it: an actual scientist who produces actual knowledge should be more like a journalist who recycles fake insights! This is beyond popularisation. This is taking something with value and substance and coring it out so that it can be swallowed without chewing. This is not the solution to our most frightening problems – rather this is one of our most frightening problems.