Philanthropic and government dollars are perceived as ‘doing good’ for the environment, where private funding, with the same outcome, has a more sinister connotation. Many traditional conservationists think that it is immoral to profit from ecological restoration and conservation. I argue that that is not the case, that private involvement is necessary to combat the climate, clean water, and endangered species crises we find ourselves in. Development will continue to advance; we should embrace the range of solutions available to deliver environmental benefit along with it.