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.
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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.