There’s an interesting Q&A with Tom Friedman up on Huffington Post. Check it out.

DB: I was just reading the chapter in your book titled "205 Ways To Save The Earth." Do you ever wish that "green" hadn’t become stylish?

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TF: Yes and no.

When something becomes a fad, it has an upside and a downside. The downside is it can be easily trivialized. The upside is that it starts to really scale beyond the original core group. And when something starts to scale virally like that, you never know where it’s going to go, and you never know what innovation it’s going to trigger.

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And there’s just one word you can never use when you’re talking about this project, and it’s "easy." There is not room for "easy" here. It’s so overwhelmingly difficult that if we pull this off it’ll be the greatest industrial project since the Tower of Babel. Easy’s not in the vocabulary.