Yesterday I went to a nearby CD/DVD shop and found the DVD version of Al Gore's movie "An Inconvenient Truth." Appropriately this DVD is environmentally friendly, packaged only with paper and no plastics. Furthermore, there is a sticker saying that "a portion of the proceeds from the sale of this DVD will benefit the bipartisan climate effort, The Alliance for Climate Protection." One would be willing to pay more for this kind of arrangement, just like a kind of organic food which is selling at a little higher price than its non-organic counterpart. It can make good sense as well as good business.