She goes on to say, Roth “…attacks the questions he gets most often- Can you make money going green, how do you make money going green and how DO you grow green revenues. He gives details on the economics of green and repeatedly goes over the concept of “costs less and means more”. I understand why, it’s because as a business owner, that may sound like some cute catch words. In the green world, they signify a lot and you cannot afford to ignore them. He shares how to properly price things. 75% of people buying a hybrid do so for economic reasons, not ecology reasons. This book is a California 9!”