and not just rich folks:

“Your goal has to be to get the greenest solutions to the poorest people,” Jones told me. “That’s the only goal that’s morally compelling enough to generate enough energy to pull this transition off. The challenge is making this an everybody movement, so your main icons are Joe Six-Pack—Joe the Plumber—becoming Joe the Solar Guy, or that kid on the street corner putting down his handgun, picking up a caulk gun.”