In Europe, parts of Italy, Greece, Portugal, Spain, and southern France adhere to principles of the Mediterranean diet, as do Morocco and Tunisia in North Africa.
"It seems to me that we in the middle class bear most of the burden," says Jone Nell Norman, 61, a nurse in Dyersburg, Tenn., who often wonders about the government's judgement in spending her money.
Thanks to an exhausted and cranky state, for which there is no prospect of dramatic reform, much of the job of development will fall upon the private sector.
However using light to find one's own way around requires vastly more energy, since the eyes have to detect the tiny fraction of the light that bounces off each part of the scene.
Yet spending on ads carried over cell-phone networks last year amounted to just $1.5 billion worldwide, a fraction of the $424 billion global ad market.