That's an interesting point. A value of '0' is at least better than a negative value.
The problem here IMHO is that nobody else is seeing an opportunity to pay more than zero and make a correspondingly larger gain on the other end.
Waste is a strange thing. On the one hand, it's a physical thing. But it's also a stance about that thing. Once we label something as waste, it loses a huge part of its value in our eyes. Yet in practical terms, it never lost anything. That difference between perception and reality is a huge business opportunity.
