The word 'Sustainable' has become more mainstream of late and perhaps the goal of advertising should go towards that. The word 'Organic' has become old and tired in the minds of most people and the expectations of what it is varies so much. 2,4d is not 'sustainable' by definition, but could be considered a harmless short cut to get where people would like to be for their lawns, their pets and their children. Eventually homeowners would understand that the 'mow, blow, and go' guy would be doing all the fertilizing necessary by leaving the clippings behind. Alot of money can be made just by working toward that end. Once the grass is established in a good environment it is king and no longer needs our 'inputs'. This applies to quality loam soils (perhaps not wash sand or pottery clay) which can be built over time and that is where the money comes in. Also - I am not saying that 2,4d is harmless to pets and children. Getting lawn owners to look past the chems into the long term would be a great lesson in 'sustainablity' for all. I start the ad campaign in a couple of weeks so if anyone would like to comment I would appreciate it. Good or bad comments doesn't matter.