That seems to be the theme of David Owen’s book The Conundrum, as profiled in the latest Bloomberg Businessweek.

The Conundrum seems mostly directed at hybrid-driving, energy- efficient-lightbulb-screwing locavores convinced that such practices will set the world on a path to green salvation. Owen’s book brings deflating news: Most supposedly sustainable products and eco-living strategies are, he writes, “irrelevant or make the real problems worse.”

Owen’s logic is backed up by an economic principle known as the “rebound effect”: Advances in energy efficiency lower the cost of a given activity, which causes people to engage in that activity more, canceling out not only savings but also environmental benefits. Owen keeps a 1940s aluminum beer can on his desk. It weighs five times more than today’s can of Bud Light. Efficiency gains made beer cans cheaper to produce, transport, and dispose of. The cost of popping a brew declined so that more people can do it, using up more aluminum, not less.

It doesn’t take long for him to establish the Prius Fallacy: “a belief that switching to an ostensibly more efficient travel mode turns mobility itself into an environmental positive.” Owen cites statistics showing that as government officials have moved to increase automobile fuel efficiency, our gas consumption has gone up, not down. We simply drive more miles as a species. He also disses HOV lanes, traffic-control systems, and even smartphone apps for finding a parking spot as “counterproductive from an environmental point of view because they make drivers even happier with cars than they were already.”

Owen’s solution? The kind of wrenching transformation that most environmental zealots are not willing to discuss publicly.