If you subscribe to the belief that people-carriers are "gas-guzzling fecundity symbols", you probably won't like this book's cynical appraisal of both the protagonists and critics of the environmental debate. The problem with debasing environmental issues by relabelling them as marketing campaigns is that they still return as unruly disruptions, capable of derailing even the largest multinationals – witness Monsanto and Brent Spar. On the last page, the author writes: "This book could be seen to present a pretty sad view of the world," leaving me wondering what motivated its publication. It appears dangerous to encourage manipulation of the general public's environmental awareness without really engaging the very real physical and moral issues that make sustainable development a cultural imperative. Perhaps the best way to manage green issues is actually to take them seriously.