You can sell nothing for a mark-up for a while, but only until something starts eating away at it. Now I can go home and click on Yahoo, call my sister and talk over a microphone for free.
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I think it's important that people think about what they are doing and that includes what they are eating. I am 61 now and attitudes towards drinking and driving have changed radically since I was a student. People change their notion of what is responsible. They will increasingly ask about the carbon content of their food.