Branson starts delivering

If the ideas Branson is starting to throw out after his big call on cutting airline emissions is true, it is a bewildering eye opener to how much waste exists in our wonderfully lean free market capitalist economy, where is Lenin at a time like this?
This from the BBC

The global aviation industry must work together to tackle climate change, Sir Richard Branson has said.

Up to 25% of the world's aviation carbon dioxide emissions could be cut if airlines, airports and governments worked together, the Virgin boss said. Sir Richard last week pledged Virgin profits worth $3bn (£1.6bn) towards renewable energy initiatives. He is now urging others to support a cross-industry forum to tackle the "growing problem" of global warming. In New York later today, Sir Richard will outline proposals he claims would save over 150m tonnes of carbon emissions a year. "With global warming, the world is heading for a catastrophe. The aviation industry must play its part in averting that," he said.

The aviation industry is responsible for around 2% of global carbon dioxide emissions.