billy must be so proud...

in 2002 bill mcdonough and michael braungart, 2 former granola-y hippies (well, more braungart than mcdonough) published cradle to cradle, a revolutionary new book that shows how products and services, rather than having a cradle to grave lifecycle, could have a cradle to cradle one where the raw materials and services do not become degraded overtime, but rather become raw food for either the same product cycle or another product's cycle.

this is what he was talking about.