text:  And the CMO is like, I can't sell that. I can't market that. The mass market is not buying that. And presumably it's at a premium as well. Right, there's a premium. There's a cost to this transition. And one thing we haven't figured out is who's going to pay for it. And consumers have to start sending a very strong signal to these big companies especially that I'm going to choose products that are at least claiming to try to do a better job with the environment.