Very interesting lecture. Cruft's analysis and proposals address precisely the problem that we have all identified and are trying to solve (or at least talk about) today at the end of 2021. His points resonate with my own conclusions about the toxic nature of political spin, but also the advocacy tactics used by NGOs "fighting for greater, common good". All apply a 'means to an end' mindset that eventually corrodes trust and is akin to raising the bridge so to isolate themselves in their moral high ground fortress.