Search and reduce global warming

This is innovative thinking. I have been reading a lot these days that the modus operandi for any successful venture today has to be this:

1. Look for a socially pressing problem.
2. Create or customize a service that takes care of the problem innovatively.
3. Sell it to the market and u r a hit.

www.ecocho.com is one such example. Launched on April 14th, 2008, it promises to reduce a ton of CO2 from the atmosphere for every 1000 searches made through its site.
Read here for more details.