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    First they ignore you, then they laugh at you, then they fight you. And then you win

    [This important section is being revised and to follow shortly.]

    Summary

    A couple of analgies to get us ging: THere is a supply/demand prblel in teh 'sustianabl ransprtation indsutry'. On evision of the goal here hterefore si to establishe an efficient market. We woudl cite ust to gt the juices going the example of the 'sof window' at the IMF.

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