This website is focused on Lomborg’s book because the book shows us what arguments the opponents of taking action on global warming think are the most effective in today’s world. By teasing out these arguments, we can “reverse engineer” the millions of dollars in polling and market research which right-wing think tanks have done to discover the rhetorical weak points in the public debate over global warming.

One of Lomborg's rhetorical conceits is his claim that he is standing in the middle between global warming "extremists" and global warming deniers. As the Wall Street Journal put it, "Standing in the practical middle is Bjorn Lomborg, the freethinking Dane...."