Jimmy Wales, the founder of Wikipedia and owner of Wikia, just went all ecogeek on us. Wikia focuses on creating deep-diving wikis in particular subjects (usually extraordinarily dorky subjects, like Star Wars or World of Warcraft.) But today Wikia launches a whole new wiki devoted to and only to the environment at green.wikia.com.
When we talked to Jimmy yesterday, he seemed genuinely excited about bringing Wikia's power to the environment.
When we think about star wars, star wars is geek culture. They can debate five points very plotholes. At the same time Star Wars is obviously a very mass market phenomenon. It's the uberfans writing for the normal fans.
I think the same thing is going on in the green space. Not only do some people think it's the most important thing, but they're motivated excited and involved. So we want to give these people a place where they can write about it with mass market and mass appeal.