"Our work on light bulbs wasn't an arbitrary mandate. We didn't just pick a standard out of the air, or look for a catchy sounding standard like 25 by 2025 not based in science or feasibility. Instead, we worked with both industry and environmental groups to come up with a standard that made sense and was doable."

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It is the wicked deception of love that it begins by making us dwell not upon a woman in the outside world but upon a doll inside our head, the only woman who is always available in fact, the only one we shall ever possess, whom the arbitrary nature of memory, almost as absolute as that of the imagination, may have made as different from the real woman as the real Balbec had been from the Balbec I imagined- a dummy creation that little by little, to our own detriment, we shall force the real woman to resemble.

— Marcel Proust