Justin Rowlatt has been Newsnight's Ethical Man for the last year. Many have followed his blog and tv reports. But now the end of the grand experiment has arrived...or has it?
I think he often went past what many would consider doable but he did step up and take a good hard look at life from a more considered and ethical perspective. For that he should be applauded.
If you can follow his lead then great but please please please remember that if you cannot do as much as he did then that does not make your contribution any less important.
In fact I would argue that it is getting those least converted to take their first steps that will change our world for the better.