As the world gets around to cutting carbon emissions, the costs need to be minimised. The changes in behaviour, especially in consumption patterns, need to be those which reduce consumer welfare the least, and the alternative technologies need to be the most effective.The debate is regularly hijacked by commercial interests, seeking subsidies for their products or favourable regulatory treatment. A particularly prominent example has been the electric vehicle industry, which has secured favourable tax treatment in many countries and oceans of free publicity.