So as substance abusers in the most literal sense, we seem to do what most other addicts do when faced with the obvious: We go into denial. We spin. Often, that spin involves redefining excess as less. And for all the dangers implicit in the cycle of consumption and waste, I would venture to say that the cycle of indulgence and denial is even more dangerous, because it involves a level of self-deception, along with convoluted arguments of justification that allow us to do whatever we want."
And the money quote: "Make less, buy less, use less, throw away less."