"We genuinely believe cruise companies are driven to protect the seas and the earth." That's a direct quote from Jamie Sweeting, from Conservation International, on a CLIA PR video shown at the Seatrade 2008 State of the Industry.

I wrote it down exactly because I thought it was so ridiculous.

Don't get me wrong, I don't believe cruise lines are evil or anti-environment. Indeed, I think they've gotten the message that they need to abide by their customers' expectations of corporate social responsibility. However, as publicly traded companies, their drive and legal responsibility is to increase shareholder value.

They may be required to look after the planet. Heck, they may even want to do so. But it simply is not their "drive".

Statements like Mr. Sweeting's are to be expected from marketing and public relations. But I was surprised to hear it from a representative of a not-for-profit environmental advocacy group.

Well, today's announcement that Jamie Sweeting is joining RCL as VP of Environmental Stewardship helps clear up that puzzle.