| The author says that one has to present calamities that could befall their comfortable readers. This element of fear would arise if one stated one could get skin cancer from ozone depletion. That is a psychological fact he is stating because if a calamity cannot befall the reader, he won't fear, and therefore won't respond. But if it can, like skin cancer, then fear will drive the reader to do as the environmentalist tell him to.
psychological fact = will fear if can happen/ will not fear if cannot
the skin cancer is an example of a 'can happen' | 
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