Pat "Nutter" Brown Strikes Again

To change the world, it is not enough to have revolutionary ideas: you also have the inner force to be able to realise them in the face of near-universal opposition/indifference/derision. Great examples of this include Richard Stallman, who ploughed his lonely GNU furrow for years before anyone took much notice, and Michael Hart, who did the same for Project Gutenberg.

Another of these rare beings with both vision and tenacity is Pat Brown, a personal hero of mine. Not content with inventing one of the most important experimental tools in genomics - DNA microarrays - Brown decided he wanted to do something ambitious: open access publishing. This urge turned into the Public Library of Science (PLoS) - and even that is just the start:

PLoS is just part of a longer range plan. The idea is to completely change the way the whole system works for scientific communication.

At the start, I knew nothing about the scientific publishing business. I just decided this would be a fun and important thing to do. Mike Eisen, who was a post-doc in my lab, and I have been brain-storming a strategic plan, and PLoS was a large part of it. When I started working on this, almost everyone said, “You are completely out of your mind. You are obviously a complete idiot about how publishing works, and besides, this is a dilettante thing that you're doing.” Which I didn't feel at all.

I know I'm serious about it and I know it's doable and I know it's going to be easy. I could see the thermodynamics were in my favor, because the system is not in its lowest energy state. It's going to be much more economically efficient and serve the customers a lot better being open access. You just need a catalyst to GET it there. And part of the strategy to get it over the energy barrier is to apply heat—literally, I piss people off all the time.

In case you hadn't noticed, that little plan "to completely change the way the whole system works for scientific communication" is coming along quite nicely. So, perhaps buoyed up by this, Brown has decided to try something even more challenging:

Brown: ... I'm going to do my sabbatical on this: I am going to devote myself, for a year, to trying to the maximum extent possible to eliminate animal farming on the planet Earth.

Gitschier: [Pause. Sensation of jaw dropping.]

Brown: And you are thinking I'm out of my mind.

Gitschier: [Continued silence.]

Brown: I feel like I can go a long way toward doing it, and I love the project because it is purely strategy. And it involves learning about economics, agriculture, world trade, behavioral psychology, and even an interesting component of it is creative food science.

Animal farming is by far the most environmentally destructive identified practice on the planet. Do you believe that? More greenhouse production than all transportation combined. It is also the major single source of water pollution on the planet. It is incredibly destructive. The major reason reefs are dying off and dead zones exist in the ocean—from nutrient run-off. Overwhelmingly it is the largest driving force of deforestation. And the leading cause of biodiversity loss.

And if you think I'm bullshitting, the Food and Agricultural Organization of the UN, whose job is to promote agricultural development, published a study, not knowing what they were getting into, looking at the environmental impact of animal farming, and it is a beautiful study! And the bottom line is that it is the most destructive and fastest growing environmental problem.

Gitschier: So what is your plan?

Brown: The gist of my strategy is to rigorously calculate the costs of repairing and mitigating all the environmental damage and make the case that if we don't pay as we go for this, we are just dumping this huge burden on our children. Paying these costs will drive up the price of a Big Mac and consumption will go down a lot. The other thing is to come up with yummy, nutritious, affordable mass-marketable alternatives, so that people who are totally addicted to animal foods will find alternatives that are inherently attractive to eat, so much so that McDonald's will market them, too. I want to recruit the world's most creative chefs—here's a REAL creative challenge!

I've talked with a lot of smart people who are very keen on it actually. They say, “You have no chance of success, but I really hope you're successful.” That's just the kind of project I love.

Pat, the world desperately needs nutters like you. Let's just hope that the thermodynamics are in your favour once more.

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