the only way to fight it is to internalize the externality.
you dump poison into the water - CEO and board of directors should go to jail and the company must be forced to clean up.
This is where you introduce internal costs to the externality.
Unfortunately our lost are too soft, after decades of litigation (!!!!) they finally forced Honeywell to spend 450mil to clean up the lake and no, nobody went to jail.

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Человек, который почувствовал ветер перемен, должен построить не щит от ветра, а ветряную мельницу