David Mitchell 
I’m sorry I wasn’t clear enough… I mean to say that the small individual actions *are* good, and that so many people do what they are able and can afford, and that *is* good - something to be celebrated as an example to us all collectively.
My criticism is for the widely held idea that we can *collectively* only afford so much, when the root issues are not actual scarcity rather than manufactured and imposed scarcity.