Great quote on that from Vaclav Smil's new book: " each greenhouse-grown, supermarket-bought tomato has the equivalent of five tablespoons of diesel embedded in production"
I think that's an interesting point on activism. It's more than just individual activists though, there are also corporations/businesses - I can't think of the number of times I've heard people talk about hiring a team/contractor to revamp/clean up a corporate Wikipedia page, or an individual's Wikipedia page.