Well said, thanks for that article. I think the point you make about focusing on the role of biodiversity in the ecosystem is a very pertinent one. I think content and debate on social media works a bit through sensationalism and instant outrage — and sure enough, there is no dearth of a new/hot outrage topic on the following day. Though I do think that using a species like the Rhino (a keystone/umbrella species) as a mascot of extinction or at least a hot topic isn’t all a waste — it can serve as an entry point into a larger discussion. The challenge is really, how to take the discussion forward on to the larger issues that you talk about.