Eco-efficiency should be intuitively appealing to private firms because it increases profitability by reducing the amount of resources used to produce goods and services-"produce more using less." At the same time eco-efficiency should be appealing to environmentalists because of its focus on pollution "prevention." Is it reasonable to conject that "eco-efficiency" is what is needed to bring about a happy marriage between private business entities and environmentalist? Does this make sense to you? Why, or why not?