Said owner cares about their experience above the environment. Sure people care about the environment, but it is always lower than all the other factors in their personal list of things they worry about.

That is why so many rich fly private jets to environment conferences. People put Greenpeace and similar bumper stickers on their SUVs that never go off road and rarely have more than one person inside. They care about the environment, but only when it doesn't impact anything else in their life.