I see this starting to happen in the "green" movement. Suddenly the highest purpose for both individuals and companies is "saving" the planet (from something unspecified at that).
That always brings to mind the words of my mountain climbing guide years ago: "Never say you conquered the mountain. The mountain let you climb it today - you might not be so lucky next time." Nature is a lot tougher than we give it credit for. But suddenly we must spend tons of money and give up many conveniences all for the sake of saving the planet. Of course, we know that that is just a smoke screen for more government control of our lives. But people really seem to buy (literally) into it. And the people telling us to pay money and give up stuff are the ones riding around in private jets.
LOL - I'm not sure what my point is. That's just what came to mind when I read that question.
Which brings us to the parable of the frog and the pot of boiling water.