Save the planet - Don't recycle paper!

So the beginnings of the global environmentalist movement chose to tell us to recycle paper. In the light of fields of rainforest being burnt on our television news screens, it was decreed that this had to stop. We had to keep these forests, and we had to make an attempt to protect our home planet.

But wait, was that *burning* rainforests? Were all the loggers we see taking the freshly cut trees off to paper mills? Were they burning the trees and reconstituting the ashes?

Of course not. The simple fact is, if you have a sheet of paper, if may have come from a tree, but it's not come from prime Brazilian hardwood. That land is primarily cleared for farming. But that doesn't make a nice simple association that people can be expected to grasp, and didn't get nearly as much publicity as it should have done.