Ann: Quarterly Production Report, page-15

While you do raise a reasonable point, I'd imagine part of the idea is to attract the ethical superfunds, a blue chip company offering possibly the single biggest green initiative on the ASX, this is bound to buoy the share price.

Set aside the fact that these projects will set FMG further apart from the other majors, (or even the moral/ethical argument) the company stands to attract a lot of green investment, that actually still cares about growth and returns.

I see this as a net positive for investors, the project offers a long term (albeit vague numbers wise) prospect, secures the green investment and is a further point of differentiation for FMG as a company. Yes, defined figures would be nice, but honestly it's a different company, different offices, different structure, different goals and prospects. I don't see FFI as a project that will generate an ROI, it is the future of FMG.

Twiggy once said, think of it like a Google or Facebook, something which will someday supersede the parent company.

I don't think in 20 years long term investors will be demanding a greater return from FFI as a project, I think they'll be fondly chuckling about the "iron ore company" they invested in back in the day.

In short, I'm in until we reach the iron moon.