So true. Ever since I read Michael Braungart's Upcycle in which he gives an example of the illogicalness of recycling: aluminium cans. Three cycles a year, 10% material loss per cycle. After 22 cycles, roughly 8 years, you've lost 90% of the original material forever.

Since then I've known the true nature of the Ellen Macarthur Foundation... a facade to keep business as usual up and running.