Douglas Rushkoff is on to a bigger idea here with contextual time rather than industrialised time. I haven't heard all the points but the two or three talks I've heard so far have all been excellent.
One of my new resolutions is to reuse paper and plastic cups as often as possible. I thought I'd start with the Starbucks coffee downstairs because its no hassle to rinse their cup and reuse. I also thought I'd reuse the polystyrene cup that McDonalds use to serve their delicious morning coffee that I talked about over here. The first morning I indicated my intention to resue my cup, and the lady at the till said "No, no, no". I nearly broke out into "you don't love me and I know now" but it wasn't the time to be witty so I persisted and she called the manager. I thought the problem had been resolved but instead my breakfast was served like this.
It's not easy being green, I tells ya. Maybe the folks from Responsible China can help out or as the New York Times puts it so well. "Civilization will attain new heights when we all patronize McDonald's and Burger King with our own knives, forks, spoons and plates. Wouldn't fast food be even faster if we brought our own eating equipment and did our own dishes? But then such basic social skills as maintaining our own supply of cutlery and washing our own dishes are beyond most of us once we step outside our own homes.