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Very few people would choose to have even the most fabled assortment of goods if it meant getting cancer within the year. But the choice involves not the certainty of cancer very soon but an increased probability of cancer at some time in the future. The cancers are no less real; millions will die painfully and prematurely because of what we do to our environment. But the choice is not an easily visualizable one, and our capacity of denial comes strongly into play - as it tends to whenever we must weigh future costs against immediate benefits.