You're right, I did skip over some of his point. I would like to think that there is more to the notion than theory though. In practice, cures and treatments for baldness are self-sustaining --advertising > want > investment in treatments > more ads. Malaria (or similar affliction) have different dynamics and are not self-sustaining. (at least I don't see that). It's nice to think we could convince people to care about Malaria the same way they care about baldness (superficially this is a crass comparison), but the benefit (re Malaria) is remote and not immediate. Now, maybe it's not impossible. People unaffected personally by bigotry can show interest (and put effort) into ending bigotry, for example. I think that and Malaria are examples of 'big society'. So, maybe there is hope...