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Say you woke up one morning and decided to publish something on a controversial topic with a view to maximizing your sales. You might choose climate change and global warming as good candidates, given that there is much disagreement about the causes of the changes and the remedies available. You then write the book in ‘popularese’, emphasizing the contributions of people who cast doubt on the topic and ignoring those who publish articles that take it seriously – particularly people who publish creative solutions in refereed journals. You then enjoy the rewards of your endeavour, securing an excellent publisher on the strength of your anticipated sales. The sales are duly daunting and the controversy extended. Mission accomplished.
