Martin Paul Eve bio photo

Martin Paul Eve

Professor of Literature, Technology and Publishing at Birkbeck, University of London

Email Books Twitter Google+ Github Stackoverflow MLA CORE Institutional Repo Hypothes.is ORCID ID   ORCID iD

Email Updates

Same great sleeve, less waste. Because we care about our planet, this 85% post-consumer-fiber cup sleeve uses 34% less paper than our original. Intended for single use only. US #6863644.

But because we care about competing with others and about your perception of how much our brand cares about the planet more than we actually care about the planet, we patented our 85% post-consumer-fiber cup sleeve. This means that other companies cannot use the same technique to help save the planet. This means that they may be polluting. But we're not. Sure, we could help them not too as well, but why would we do that? Remember: there's only one company that cares enough and we've made sure that others cannot care as much by patenting the technique.

Starbucks cup sleeve