[1] Reinventing Fire was launched at the Washington National Geographic Society, in October 2011.

No oil spills, dead coal miners, dirty air, devastated lands, lost wildlife.

[2] Fen Montaigne in The Guardian has said that the book is impressive in both its scope and detail: Lovins discusses everything from how to redesign heavy trucks to make them more fuel efficient to ways to change factory pipes to conserve energy — the book lays out a plan for the U.S. to achieve the following by 2050: cars completely powered by hydrogen fuel cells, electricity, and biofuels; 84 percent of trucks and airplanes running on biomass fuels; 80 percent of the nation's electricity produced by renewable power; $5 trillion in savings; and an economy that has grown by 158 percent.

This can all be done, the book jacket says, without "new federal taxes, subsidies, mandates, or laws.

The profitable commercialization of existing energy-saving technologies, through market forces, can be led by business.