Monies spent by businesses, large or small, should be commensurate with the real and potential impacts that business has on the environment. This distributes the costs involved, and promotes good stewardship. In addition, nature's services are used by many without full accountability. There can no longer by hidden or muted costs associated with the way we do business. If we don't begin to live sustainably, we're in deep trouble. The problem -- one of 'em -- if that the line shifts. This year the rainfall is plentiful, next year could be the beginning of a long drought, or El Nino conditions setting in.
Lots of good links I can share if you are interested.