Word: simpler
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Dates: during 1990-1999
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...power. "Conservation has tremendous potential," says Cambridge Energy's Bupp. "We have every reason to applaud the effort. But it will take time and good management to get the full results." Meanwhile, he says, the nuclear power industry has "invested $1 trillion over the past 30 years making plants simpler, cheaper and safer. Nuclear power should continue to provide about 20% of U.S. electric generation over the next century because it does work...
Enter the new generation of nukes. Virtually every manufacturer has drawn up plans for power stations that are simpler to make, easier to run and demonstrably safer than the nuclear piles now in operation. While Westinghouse and General Electric are concentrating on improving their water-cooled reactors, many nuclear scientists are taking a different approach. One design, the so-called modular high-temperature gas-cooled reactor (MHTGR), has even won grudging support from the Union of Concerned Scientists (UCS), the most technically competent of the major antinuclear groups...
...restaurateurs who operate establishments in both Los Angeles and New York City. "Menus are different, taste buds are different on the two coasts," observes Adam Tihany, a proprietor of the Italian bistro Remi, which serves in midtown Manhattan and Santa Monica. Almost any other method of expansion would be simpler. But some people bitten by the restaurant bug just cannot resist trying to conquer the two towns...
...place of materialism, many Americans are embracing simpler pleasures and homier values. They've been thinking hard about what really matters in their lives, and they've decided to make some changes. What matters is having time for family and friends, rest and recreation, good deeds and spirituality. For some people that means a radical step: changing one's career, living on less, or packing up and moving to a quieter place. For others it can mean something as subtle as choosing a cheaper brand of running shoes or leaving work a little earlier to watch the kids...
...pursuit of a simpler life with deeper meaning is a major shift in America's private agenda. "This is a rapid and extremely powerful movement," says Ross Goldstein, a San Francisco psychologist and market researcher. "I'm impressed by how deep it goes into the fabric of this country." Says noted theologian Martin Marty of the University of Chicago: "We are all warned against thinking in terms of trends that correspond with decades, but this one is a cinch. I think that people are going to look back at today as a hinge period in the country's history." Some...