 a few weeks ago. So here's the story of what happened. The CEO of a company called Inovex Downhole Solutions. Downhole means down the hole, so it's oil and gas. This is an oil and gas company. His name is Adam Anderson. Adam Anderson wanted to buy his employees a Christmas gift. So what he did was he contacted North Face and asked to get I guess some jackets. North Face jackets. You know North Face apparel. It's everywhere, right? Particularly in snowing and stuff like that. He wanted to get North Face apparel. And he wanted, on the North Face apparel, he wanted a company logo, which is like not for distribution out there, just for the employees as a gift. It turns out that he made this request in the past before of North Face and had distributed apparel with the company logo on it. Anyway, he ordered 400 jackets from them. And then he put back that his request had been rejected by North Face. Why? Well, because they had decided that it would be inconsistent with their ESG policy, Environmental Social Government policy. To have their logo, the North Face logo, associated with an oil and gas company, because oil and gas companies, as we know, are evil companies. Bad for the planet, destructive. Now, this happens. And you know what? This is going to happen more. But what usually happens is you have a company like just this, okay, I'll go find another company. And in this case, they did, I forget the name of the company, but they did find another company to produce the 400 jackets. But what is amazing about this is that Adam Anderson, the CEO, actually wrote a letter to North Face and made it an open letter, letter that was published about this. Well, he challenged them. He challenged them. Not only about the way they were doing business, but about if you will, the morality of fossil fuels. One of the funny things about the challenge was that he pointed out to North Face, that the jackets had polyester in them. And that that polyester was made of drum roll, fossil fuels. North Face, indeed, would not have a business without fossil fuels. They close, have fossil fuels in them. They wouldn't have a business without fossil fuels because people couldn't come to the ski resorts and need their clothes without fossil fuel. I mean, you could go on and on and on. There's no civilization without fossil fuels. What is amazing is he has a CEO who stood up and made the argument and made it published public and on Twitter, there was a Twitter storm about this, the pro and the anti and the whole conversation, which is brilliant. This is exactly what we want. We want the conversation. Indeed, I believe that if we had more Adam Anderson's, if we had more CEOs willing to take a stand like this, we would win. I think we'd win easily. But what's really even better than that, even better than that, right, is that Anderson attributes his views about fossil fuels to our own, if I can call him our own, Alex Epstein. He attributes it. He says, he says explicitly, he was inspired by Alex's book, The Marquise for Fossil Fuel. Now, I think this is amazing. And this is part of the way in which you change a culture. Is Adam Anderson an objectivist? Probably not. Will he ever be an objectivist? Probably not. But he was influenced by a particular idea within objectivism. And he has been influenced in a way, because of the way Alex presents these ideas, in a way that conveys important ideas about the world. The role of energy, the role of cheap energy, the importance and the standard. Remember what the standard is? The standard is human life, not human suffering, not nature, not the environment, not spotted hours, not the ice cap, whatever. The standard is human life. And Adam Anderson has internalized that and has made that part of him, part of his views. And then has the courage, I think because of the moral certainty that he has received from Alex to post a public letter explicitly advocating for these ideas. And this has gotten a lot of publicity. I mean, he said, I mean, in this letter, he says, for example, without oil and gas, there would be no market for nor the ability to create the products your company sells. He's telling Northridge. That's amazing. He writes, low-cost reliable energy is critical to enable humans to flourish. I mean, that's straight out of Alex. So this kind of points us in the direction of how we're going to change the world. What we need are dozens of Alex's. We need an Alex in every major field. We need intellectuals making the case, influencing business leaders. And I think business leaders are going to be the key in the future. And we need to embolden business leaders, giving them the intellectual ammunition and then embolden them to speak up. Because when a CEO like Aaron Anderson speaks up, it has much more impact than even if Alex speaks. The Financial Times even commented and reported on the letter. And even if they're critical of him, it creates a buzz. It creates interest. People say, where did Adam get these ideas? Oh, there's this book. Wow. That's a weird title. The market is fossil fuels. So you can see how this will grow and grow and grow. What we need is more objective intellectuals doing more work independent or as part of institutes or part of the Ironman Institute or not. The Institute has played no small role in getting Alex to where he is today in my view. But this is how it grows. We need more and more and more people talking about these ideas, impacting decision makers, impacting people who have platforms like Adam Anderson. So a lot of people are now questioning this ESG and the way it's going to be implemented. And it's going to be this is great. I mean, this is this is one of the best stories I've read in a long time. And I'm excited. I'm excited for Alex. I'm excited for all of us that this is this is possible. All right. What we need today, what I call the new intellectual would be any man or woman who is willing to think, meaning any man or woman who knows that man's life must be guided by reason, by the intellect, not by feelings, wishes, wins or mystic revelations. Any man or woman who values his life and who does not want to give in to today's cult of despair, cynicism and impedance, and does not intend to give up the world to the dark ages and to the role of the collectivist. All right. Before we go on, reminder, please like the show. We've got 163 live listeners right now. 30 likes. That should be at least 100. I figured at least 100 of you actually like the show. 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