So what? Conservation effort are currently not sending the right message to the public.

Americans need to hear that helping the environment means that they can benefit too and they do; in direct and indirect ways. What if?.. We told people that we should contribute to protecting or ecosystems because it would really help us out economically, aesthetically, morally and for our health. It would fix many problems. People would line right up!

Says who? Peter Kareiva and Michelle Marvier Nobel peace prize winner-Kofi A. Annan

What does this remind me of? This reminds me of the story about the man and the wish granting fish. He wanted everything and all he actually got in the end was nothing because of his greed and humans want so much from ecosystems that we will end up with nothing eventually.