Air is worthless. Air has no market value. But nobody can say air is unimportant.

If you have clean air and want to make money, you need the right execution: You need to combine your clean air with things that people can enjoy along with it. If you build and run a great resort, lots of people will come. They'll say it's the air that keeps them coming back. Hearing that, the idea guys who always talked about selling air will feel vindicated. They'll underestimate the importance of you getting the details right on your resort.