What is the main conflict in Natural Capitalism: Creating the Next Industrial Revolution by Paul Hawken?

"Natural Capitalism" is a cooperative effort of Paul Hawken, Amory Lovins and L. Hunter Lovins to outline the principals of natural capitalism, an ethos by which the resources of the natural world are as highly valued as financial resources have been in previous human history. A summary of the state of industry and its cost to the natural world is outlined in the first chapter, with a call to the United States to lead the next industrial revolution and restore our economy, educational systems and environment. Hypercars and cities organized around the principal of community and pedestrian accessibility are the first strategy outlined, as they explain the cost to the environment, our industries and our lives in time and tragedy that would be saved by rethinking our cars and the design of our neighborhoods.