 What we see now is many, many firms try to portray themselves as green as environmentally friendly. Why do they try to do this? Well, I suppose they're trying to convince consumers that they're good stewards of the environment. For me, this phrase, good stewards of the environment is sort of loaded with morality. The kind of economics we're going to discuss is what we call amoral. It's simply not interested in morality. Firms, people are greedy. They like to make money. They like to be rich. You give them some incentives and they'll react. So today we see firms that want to be known as environmentally friendly because in this country now in our society, people do not want to buy from polluting firms. From firms they think that are destroying the environment. And so that naturally gives incentives to firms to be cleaner, to clean up the environment, to be more concerned about their surroundings.