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FEBRUARY 3, 2022|ENVIRONMENT + SUSTAINABILITY


How Artificial Reefs Became A Recurring Case Study In Human Stupidity


Old subway cars being dropped into the ocean to form an artificial reef

A stupid person does things without thinking through the consequences. Artificial reefs seem to have become the perfect case study for that. The idea isn't that bad. We take decommissioned or unnecessary items such as old subway cars and military tanks or millions of tires, and we drop them into the ocean to create a thriving artificial reef. Unfortunately, these artificial reefs have largely failed for predictable reasons.

Subway cars made of stainless steel did not last while those made of carbon steel did. Corrugated patterns made it easier for undercurrent waves to pull materials apart. Tanks dropped in areas with soft sediment sank too far, whereas those in places where the Ocean floor is harder stayed in place. Each of these lessons were learned the hard way. Now the question is whether we are learning any lessons from these failures, or planning to make these mistakes over and over because we are too stupid to do anything differently.

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A Short Backstory Of This Blog

This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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