It is argued that conventional behavior of government, industry, and the public in managing the seas is dysfunctional and must change. Industry manipulation of government regulatory processes, the public complacency that allows it, and its consequences are discussed. Resolving this problem will reqire industry to embrace a code of environmental ideals such as the Coalition for Environmentally Responsible Economies(CERES) principles. A new emerging 'corporate environmentalism' is discussed.

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