Haven't had enough on offsets yet? Good. Romm's zeroth rule of carbon offsets is that you should "do everything reasonably possible to reduce your own emissions" before buying offsets. At first blush, this reads like a memo from Obviousland, a staunch statement in favor of apple pie. Pretty much every marketer of carbon offsets heavily stresses that offset purchases should go hand-in-hand with serious attempts at conservation, and I certainly agree.
So far, so good. But the rest of the post serves as a lesson in what can happen when common sense hardens into ideology. After making a bunch of points about how the worst thing you can do is actually feel good about purchasing offsets, Romm offers up Exhibit A of the wrong way to go about buying offsets: Google.