 okay we're rolling fishing is out of control commercial fishing around the world with the long-lining and the netting is just very difficult to regulate but it's clear that the oceans are being overfished at a chronic scale the oceans are going to be required to provide protein for the masses going forward and if we don't change what's happening that will not be the case China is the biggest farmer of fish in the world and the shark finning was so under the radar but such a big problem 100 million sharks being killed a year 70 million just for their fins 90% of that consumed in China so we're wiping out the apex predator in the oceans and not many people knew about it at all but the Chinese people are very responsive to education they just haven't gotten a lot of it for instance half the people eating shark fin soup didn't know it came from sharks the Mandarin translation is fish wing soup and if you live in the middle of China and you heard that rich people ate fish wing soup and then you get some money you want to buy fish wing soup popular culture is a very important thing and when you get all of the movie stars and the sports stars going on television and saying it's not cool Yao Ming is the most famous guy in China he's 7 foot 6 and carried the flag in their Olympic ceremony when you film and ad where he's pushing away soup you know it's fairly straightforward messaging about what's cool and what's not cool and then there are cruelty angles to it you know the young girls who were serving it at their weddings once they found out what happens with shark finning where the fins are cut off and the bodies are thrown back into the ocean alive started saying to their dads I don't want to serve it in my wedding this is not what my wedding day is supposed to be about the oceans are manifestly important if we treat it well it'll treat us well and if we ignore it it's gonna bite us