Mezrich: ...This is the cool is the cool part of the story. Yeah, the tundra has a permafrost that’s like a ticking time bomb that if it went off would be worse than if we burned all the forests on Earth three times, and this permafrost is always getting close to melting ( Editor’s Note: Mezrich is talking about the potential for a catastrophic methane release from melting Arctic permafrost ) . These scientists, the Zimoffs, have been running this experiment since the 80s where they rope off a part of the tundra and repopulate it with Pleistocene type herbivores. They’ve put bison in, reindeer reindeer, horses, a WWII-era tank that they drive to mimic a mammoth, knocking down trees. And they’ve discovered they can lower the temperature by as much as fifteen degrees, which is an incredible thought (Editor’s Note: This is a speculative idea that Mezrich describes in more detail in the book, in which Pleistocene herbivores might help transition forests and shrub lands into grasslands, which absorb less heat.) The idea is to repopulate the area with mammoths. Church’s goal is 80,000 mammoths, and [he hopes that] you could lower the temperature of the permafrost for generations.
The restaurant redesign also includes the addition free wi-fi, USB charging ports, whole tomatoes on display, and a huge new logo glowing on the wall, lording over you. Subway calls it a “Choice Mark.” So presumably, you sit down with your laptop or phone, drink in the free internet all day long, while ordering sandwich after sandwich from an app and picking up your food by a damn kiosk where you can order more food. All the while, the Choice Mark looms over your choice-filled experience, celebrating a future free of face-to-face interactions.