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Fracking hell

If you're promoting an energy technology which results in alarming seismic activity, you have an uphill PR battle to fight. And given the relative unpopularity of earthquakes and self-igniting tap water among the general population, maybe it's a battle you're never going to win. I have a hunch, however, the task might become just slightly easier if the word 'fracking' were buried beneath a pile of subterranean shale rock. Remember, Windscale became Sellafield. Who needs fracking when you could be releasing the potential of pure shale energy?
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