Part of it is not just convincing people to do it. What we have found is that if you scratch people just a little bit...you'll find there are a lot of people who are actually quite keen about conservation underneath all the other things they do. What we've been finding over the past decade or so is that there are more and more folks who have become interested in not only saying that they're interested in conservation, but actually putting their money where their mouth is. Having ways to incent them to do that has basically changed how we're able to make that happen.
I'm not an expert on that, but it may be something to look at in terms of how other sectors may be able to drive forward what I'd consider to be good public policy.