We don’t have to like it but unfortunately profitability is by far the number one driver for…well everything. So little is accomplished by way of altruism. People are greedy. The best way to successfully incentivize climate action is for environmentally friendly actions to become the most profitable and be advertised as such.

So I agree with you that both options should be used. But I disagree that profitability is not the point. Money is always the point and always has been.