High methane from cows is a symptom of the problem, which is that most beef is from feedlots. Not only is the huge amount of waste produced by the feedlots a large methane source, but also the fields that are used to grow the feed (mostly corn). This article (print version: http://www.motherearthnews.com/print-article.aspx?id=150244) explains that conventional feedlot agriculture emits carbon dioxide and methane both on the fields and the feedlots, while rotational intensive grazing sequesters carbon and emits much less methane.
Yes. People are not capable of actually describing or predicting what makes them happy.
Here's an example about food: http://www.ted.com/index.php/talks/malcolm_gladwell_on_spaghetti_sauce.html. This gets into how ineffective people are at predicting happiness http://www.ted.com/index.php/talks/dan_gilbert_asks_why_are_we_happy.html.
Well, actually... I have a friend who has a Beatles music book for piano training. So, it has happened, now we are just debating market penetration.