At about :19 in this ad, we catch Michael Franti manually hoeing some coffee plants ! This is pretty much crazy, as I doubt this is the most technologically sophisticated or efficient way to grow coffee. The world cannot feed its population on 17th century technology, not to mention the fact it is utterly back breaking to hoe a field all day. I've done it.
There's a reason humans have invented tools , i.e. technology, since the beginning of our existence and that is too make life easier. We need to argue for a society where technological progress can benefit the entire population, and not retreat into a luddite distopian utopianism.