Apparently, Shell announced it will stop investing in wind energy. The reason is simple: it is not profitable enough. That may be true on narrow terms, on the accountant’s fact sheet, but I ask: have they talked lately with their marketing people or with the one’s struggling to give the oil giant a greenish look? If a firm discredits the good intentions behind CSR, at least it should give some credit to its Business Case [''the Business Case of CSR'']. Given the increasing global awareness about climate change, I wonder if Shell calculated the cost of managing a socially irresponsible firm on the long term.