Up to my neck -- Praise to Marley, let the enlightenment begin -- Hard times -- The carrot and the stick -- The big-box approach -- And then it clicked -- The Wal-Mart order -- Suedbyscotts.com -- Why can't everything be made from waste? -- Branded waste and the launch of sponsored waste -- Sponsored waste takes off -- Upcycled marketing -- How to launch an eco-friendly product every week -- Eco-capitalist art and society -- The art of public relations -- How to launch an eco-friendly product every week -- Conclusion: Eliminating the idea of waste.