Our primary motivation is to give you knowledge because knowledge is power. By showing the True Cost of food, we empower consumers to make a conscious choice about what they want to buy and eat. Without knowing the true effects of food production, it is impossible for you to know what the social and ecological effects of your food purchases are. Now at least you have the option to make a choice and know the effects of your choice. You can also send a signal to the whole food production chain about the things that are important to you. If it doesn't interest you that much, that's fine. It's up to you.