They do seem to have actual business models.

"The First Cash Flow
Prof. Barthlott decided to stay in the world of academia and research. Prof. Ishida joined academia after retiring from INAX. Both have helped numerous industries build up a product portfolio inspired by their innovative insights and a strong portfolio of patents. The first commercial product that turned mainstream worldwide is a facade paint marketed as Lotusan. First introduced a decade ago, there are already an estimated 500,000 buildings worldwide covered in this paint. These buildings do not need any cleaning maintenance for minimum five years." -- http://www.theblueeconomy.org/uploads...

I just read a little of the summary. Part of this is already happening. Value is shifting to creative things from things make in factories with smokestacks. At the same time, that makese things, even thing with circuit boards, often basically disposable items with a short path to e-waste. The fact, though, that there's more value in the content we buy for or tablet computers than in the tabets themselves makes me think it's possibe to reduce the pollution to GDP ratio significantly.