I think to answer the question about who is the poor businessman we would need a wider view and perhaps even a longer lifespan.
If you can create a clean high nutritional value product cheaply while enhancing the life in, and the quantity of, soil without negatively affecting the biodiversity downstream and surrounding the land you are responsible for then more power to you.
After all a good businessman seeks to add value to its assets through greater understanding of how best to invest back into them for sustainability of the life giving business.
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