It starts out a little rough for those of us who have cheered the availability of green energy and sustainable business incentives. Having described General Electric’s entry into the domestic solar-panel business – and then its hasty retreat. Ball writes:
GE’s solar-power comeuppance is one small example of a reality check hitting companies, governments and consumers around the world: In trying to minimize humanity’s environmental footprint, generating warm fuzzies is one thing, but generating affordable and material environmental progress is something else. The work is expensive, inconvenient, controversial and complex. There’s no quick ﬁx, and every supposed solution brings new problems of its own. The beneﬁts – both environmental and ﬁnancial – tend to come in unremarkable, incremental bits, not in some jaw-dropping windfall.
And high time.
I worried he was building up to a full-fledged attack on the prospects for growth in sustainable business practices. However, my concern was unfounded, as a much more nuanced analysis of the sustainability movement followed ....