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The catchline was ‘We don’t farm like this. Why do we fish like this?’

It’s an inept effort and a particularly facile comparison because we do farm like this. Perceptions are deceptive. As the average urbanite of the kind the video is presumably aimed at hurtles from city to city, there’s all that green in between to be seen; fields, trees, sheep, all that rural stuff.

When you drive past acres of golden corn, what do you see? Take a close look and you see an artificial environment.