Thank you for sharing this encouraging article. And this idea is right on — nobody is “bad” because they want to be (with the possible exception of thoroughgoing psychopaths like Donald Trump); so if we can create incentives for people who profit from ecological destruction to profit instead from ecological regeneration, they will choose the latter. This principle works not only for destitute poachers who need to feed their families from the ample cash infusions of ivory poaching, but even for rich tycoons. For example, Walmart — the very epitome of shameless corporate avarice — started selling locally sourced, organically grown vegetables — because that’s what their market research told them that their customers wanted!