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" "[W]hen one plays for top prizes one must be prepared to pay top stakes.
Isaac Asimov (c. 2 January 1920 – 6 April 1992) was a Russian-born American biochemist who was a prolific writer of both fiction and non-fiction, his works include the Foundation series and I, Robot.
Biography information from Wikiquote
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"It is a mistake," he said, " to suppose that the public wants the environment protected or their lives saved and that they will be grateful to any idealist who will fight for such ends. What the public wants is their own individual comfort. We know that well enough from our experience in the environmental crisis of the twentieth century. Once it was well known that cigarettes increased the incidence of lung cancer, the obvious remedy was to stop smoking, but the desired remedy was a cigarette that did not cause cancer. When it became clear that the internal-combustion engine was polluting the atmosphere dangerously, the obvious remedy was to abandon such engines, and the desired remedy was to develop non-polluting engines."