Isn’t it paradox how more and more everyday things are now publicly considered inappropriate or even derided, but at the same time often very popular when judged by actual consumer behavior? Just think of travelling by plane, steaks on your Barbecue, fireworks on New Year’s Eve or, speaking about motors, sport utility vehicles, or SUVs for short. Why is this the case? And why is this class of vehicle criticized more often than any other? We wanted to know whether the criticism is justified.