Part of the problem is that it is so hard to quantify the carbon footprint of everyone's unique pattern of life. If you live in a big house but don't heat it vs live in a tiny apartment and have the heating on full time... how do you equate that? I guess my worry is that people will read this article and think... "Oh, flying is OK then", when, as you say, we all need to do our bit. But then with flights its business travel that is the real problem. So complex.