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Ok, I think I'm maybe starting to see where our point of departure is. I think in that scenario it's very hard for me to see the person's decision at Target as really just random. They've clearly been informed by a broader discussion of the issue if they've decided to make a change. Nevertheless, to that person it is just their individual action on that day. Is your definition of collective action that it has to be (a) formally organized in some way with the individuals clearly signing on to the initiative, vs (b) just diffusion of information leading people to change their minds? I'd say smoking cessation illustrates the two ideas: For (b) nonsmoking information campaign and discussion led some to give up smoking, then social pressures and conformity helped sway more. For (a) Once 10% of the country smoked, then the 90% effectively signed on to the collective initiative to ban smoking indoors. My main point is some people have to do collective organizing if they are really invested. But most people will only have to respond to that and take individual action. But never before, as far as I'm aware, was so much debate focused on demotivating the individual change of behavior. That's what's so bizarre about this whole individual vs collective debate to me. Organizing is hard, voting and changing consumption is way easier, so we should never demotivate anyone from doing that.