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...models dressed as terra-cotta warriors who handed out Chinese takeout boxes filled with chocolate fortune cookies. Unlike fast-food giants such as McDonald's and KFC, which localize their menus in other markets, the Mexican menu of P.F. Chang's is nearly identical to that in the U.S., except that customers will get more hand-holding with longer item descriptions. "We've been representing brands 100% as they are, especially at the beginning," says Alberto Torrado Martínez, CEO of Alsea. "We don't tropicalize anything. Mexicans are going to try something they haven't tried." (Read...
That wouldn't be a bad idea, except, as many environmentalists and climatologists are quick to point out, we don't know what the potential side effects of geoengineering might be or whether the entire operation would backfire badly. Geoengineering might be a cheaper option, but followed out to at least one logical conclusion, it could be a pitfall. Say we try to use Myhrvold's giant-garden-hose scheme (after hopefully giving it a better name) without reducing carbon emissions. We could end up in a situation in which we can't abandon geoengineering without risking sudden, disastrous warming...
...going hungry in 2009 reached an all-time high at more than 1 billion. "The bottom of the pyramid really depends on agriculture," says Suresh Babu, senior fellow at the International Food Policy Research Institute (IFPRI) in Washington. "There is no other way to bring them out of poverty except with agriculture...
...Except when you can't. In Superfreakonomics, he and Dubner detour from small puzzles (can you find a terrorist by using financial data? How much money do prostitutes make?) to tackle the big, big issue of global warming. This is partly an opportunity for Levitt to express his skepticism of models of complex phenomena such as the global economy or, in this case, the global climate. Mainly, though, it's an excuse to tout the mind-blowing ideas for combatting global warming that he and Dubner learned about while hanging out with former Microsoft chief technology officer Nathan Myhrvold...
...that he is too busy to fly kites, even though he and his dogs lived in Kabul's premier kite flying spot. And he does not find it at all strange that the de-mining headquarters shares real estate with the kite capital. "Kite flying is like de-mining, except you use your brain more than your hands," he says, striding to chase away a child throwing rocks at his cages. The kid bolted off, back into the kite-running fray...