benefit and social cost -- more accurately, marginal social benefit -- msb -- and marginal social cost -- msc these curves tell us is that, as we produce cleaner and cleaner air, moving towards the right, the added social benefits begin to decline and the added social costs begin to rise. this makes sense intuitively, i think. reducing the first and worst air pollution brings us a lot of social benefit. getting extremely clean air is somewhat less important. also, as the los angeles case shows, producing somewhat cleaner air is not too expensive, while producing very, very clean air would have been disastrously costly. so what the economist says is apparently fairly simple -- keep on cleaning up the air until the added -- the marginal social costs begin to exceed the added -- the marginal social benefits, until the intersection of these two curves. i say "apparently simple" because measuring these social costs and benefits is not always that easy. schoumacher: from the 1990s and into the new millennium, we saw record floods, record high temperatures, more crop failures, longer droughts, melti