So what causes a person to leave a high paying job in the senior management of a $6 billion company to start a Greenfield venture in an industry yet to prove itself?

What prompts him to walk away from the security of the corporate world, from the known rules and comforts of life in a city to work in inhospitable, dry, semi-arid wilderness?

A burning desire to create a sustainable, profitable business model that does not degrade the environment and its inhabitants..

And faith that it can be made to happen.