That's the question, isn't it? I sometimes wonder where it's too far/late ... but then of course, I can think of a few. But I am glad, best practices are shown and researched, so that people do not lose hope and orient themselves on this better practice examples. We certainly need them all.

Oh, and yes, the potential to act where the profit points at is embedded in each of us, I agree. It's an act of will to work against it, I'd say :)