Regarding "Lecture From on High" [Oct. 11]: The story dismissed the vital importance of Yvon Chouinard's message in its fervor to find flaws. Far from "hypocritical," Chouinard would be the first to tell you his business process is not 100% green. His attempt to cajole businesspeople to follow suit rather than unabatedly continue to contribute to our ultimate ruin is the focus of the memoir. Business as a construct of mankind must have ethics to survive. We must work desperately to achieve that sophisticated state or perish. That is Yvon's point.