What is the author's tone in Natural Capitalism: Creating the Next Industrial Revolution by Paul Hawken?

There are multiple tones throughout the book, each passionate, and each necessary for conveying their theses. The authors are at once sympathetic for the motivations of industry-past to use the natural world for everything it had to offer, since resources were plentiful and disgusted that, even well after we have recognized the destruction the continued indiscriminate use of natural resources have caused, industry has continued its patterns. Their disgust carries on from that point to the observation that industry has only sought to become more profitable, not more efficient, or with an eye toward maintaining high levels of employment. However, constant throughout the book is the complementary tone of informed optimism about and passionate advocacy of the possibilities.