George Monbiot published a piece, The Great Imposters, in the Guardian of 7th August 2012 in which he describes the trend to commodify natural capital so market forces will determine their usage.The argument in favour of this approach is coherent and plausible. Business currently treats the natural world as if it is worth nothing. Pricing nature and incorporating that price into the cost of goods and services creates an economic incentive for its protection. However, it does not take into account the fact that many components of natural capital, such as oil, soil fertility, phosphorus, the marine ecosystem and the climate are being irreversibly degraded by the operations of the systems of civilization. Incorporating the ecological cost into business plans is a logical improvement on what has been done in the past but it still does not take into account the divestment of the natural capital. It is an unsustainable process so future generations will learn the hard way how unwise their forebears were.