It’s called moral leadership. Maybe you remember it from last century.

Sir Richard said his new commitment grew out of a visit to his London home a few months ago by former Vice President Al Gore …

“You are in a position maybe to make a difference,” Sir Richard said Mr. Gore told him. “If you can make a giant step forward other people will follow.”

Update [2006-9-22 9:59:46 by David Roberts]: ThinkProgress has footage of Gore and Branson discussing the issue on ABC.