The effort to create more ecological and efficient economies presents various dilemmas and paradoxes. On one hand, our existing River economy is so wastefuland so laden with unnecessary social coststhat improvement is easy. Behind every cost of environmental improvement are several opportunities and paybacks, many of them free. As Amory Lovins says of energy conservation, its more than a free lunchits a lunch you get paid to eat. (Stipp, 2002). On the other hand, waste and exploitation is structured into the industrial system, and the path to fundamental structural reform is not always clear, especially in the face of massive inertia and stubborn resistance by powerful vested interests. This is particularly true for those architects, builders, etc. who, to paraphrase McDonough and Braungart (2002), want to do good, and not just less bad.