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It is, that appropriate technology is still a term that gets used that ... to me one of the distinctions between this, the idea that I'm talking about here and the old idea, I shouldn't say old, but the 70s notion of appropriate technology, implicit in the appropriate technology movement was low tech and that appropriate technology meant low tech, simple, you know, cheap and it was always assumed that in order for it to be simple and cheap and usable and durable, it had to be low tech. I just ... I don't accept that. In fact I think that where we get to here moving forward is the latest tech that the base of the pyramid and sustainability and serving the underserved offers up the possibility of incubating next generation, the latest, highest tech but it's in those places where you have the least to unlearn, the least established infrastructure, so you have the least resistance, you know. You don't have a lot of laws and building codes that prevent you from doing things. Now that can also mean that it's right for exploitation, of course, and that's happening too. So you have to be very careful, but the other 4 billion right, those ... the two thirds of humanity that's currently badly served or underserved offers the potential for us if we do it right, right if it's done in a collaborative way to provide the grounds for bringing tomorrow's technology forward. In fact we can invent the more sustainable way of living there and may be eventually it will trickle up to us. The idea that somehow it happens in the North or at the top of the pyramid first and then trickles down, again I think it's a mindset kind of like the old idea that in order to decrease pollution it always has to cost more. Well, we've kind of shattered that tradeoff myth. The greening strategies have shattered that tradeoff.