I think that internet technologies are making everything so transparent. The arms race of deception and spin against the public trying to keep up with it - I think the forces of spin have to lose. In the corporate world people are finding this. Corporate social responsibility has been on the agenda for a very long time - and a lot of people say it's a kind of green-wash or white-wash - but because there's nowhere to hide anymore, people are coming around to the realization that the only way to be seen to be good is to be good. You can't fake it.