Can we sell this concept to the Japanese?

I was alerted to this restaurant via the video:

Sustainable Sushi?

Here is the Web site for the restaurant featured in the video:

Bamboo Sushi

This successful concept proves that we (collectively, or if you prefer, socialistically) as a society can effect change and perhaps forestall and prevent the ecologically catastrophic avalanche of extinctions and species-shifting that will otherwise ensue during the next generation. But it really does require collective effort and willpower to change the trajectory of what we're doing now - averting the tragedy of the commons requires self-interests to be set aside.