Simple

A thing about the name Oil is Dumb.  We complicate all this stuff.  But we don't need to.  We need to conserve and live smarter.  That's all.  So that's why I call it Oil is Dumb, because it's a simple statement, that expresses a simple truth we all know - that our fixation on oil as our energy source, and our incredible waste of it, and our incredible waste of many of our other resources, is dumb.  It avoids a complex assessment or gets into a deep debate about the exact right thing to do.  Those things are important, of course, but that's not what I'm focusing on.  What I'm saying is:  there are certain things that don't require a complicated solution.  We need to change our habits to conserve more and waste less.

So my goal is to be simple and dumb.