It was very inspiring to read this Wired story about Aforestt. The idea of afforestation is hardly new. However, the idea of using tools learned in car manufacturing to accelerate the process does have a certain ingenuity about it. But not everyone who read it was impressed. Part of one comment I found quite compelling :
..the core mission of this company is to turn an entire *forest* into a commodity—not just the wood in a forest—the whole thing. What that essentially does is take a thing that is traditionally viewed to be priceless and now attaches a valuation to it. We would be remiss to view forests as anything other than priceless, and that's what this guy is hoping to achieve.