All of us are beneficiaries of the paradigm shifts of credit cards and ATM’s; desktop computing and the Internet. For each of these widespread social shifts there were risk-taking start-up companies and “early adopter” consumers that helped lead social and economic change. In the case of today’s clean energy and energy conservation movement, we’ve come a long way from tree hugging by unshaven men (and women), saving the whales (and otters), Greenpeace and recycling in a few tangentially interested California neighborhoods. Going green has become more than an idealistic cause by the liberal left, to more broadly being recognized as an economic imperative.