Case in point:
The tenderness of the delicate American buttock is causing more environmental devastation than the country's love of gas-guzzling cars, fast food or McMansions, according to green campaigners. At fault, they say, is the US public's insistence on extra-soft, quilted and multi-ply products when they use the bathroom.
"This is a product that we use for less than three seconds and the ecological consequences of manufacturing it from trees is enormous," said Allen Hershkowitz, a senior scientist at the Natural Resources Defence Council.
"Future generations are going to look at the way we make toilet paper as one of the greatest excesses of our age. Making toilet paper from virgin wood is a lot worse than driving Hummers in terms of global warming pollution."
Allen Hershkowitz's title "senior scientist" certainly does sound authoritative enough.
Come to find out that Hershkowitz PHD was in political economics from CCNY, not exactly the kind of qualifications one would expect to see from a “senior scientist” but naturally that makes him an expert voice for the media.