A River Runs Through It: Santa Cruz alliance working to re-brand the San Lorenzo - Santa Cruz Sentinel
The insufferable irony of this headline and story is overwhelming.
"A River Runs Through It" is a magnificent novel by Norman Maclean telling the story of the relationship of a man to a free running river. It is not a story about co-opting a river for personal aggrandizement and profit.
The San Lorenzo River was first "branded" by ignorant humans who built a town on the floodplain, then whined when the river reclaimed its own. They "re-branded" the river by building levees along its course to keep it out of their living rooms. They "re-branded" the most biologically productive estuary on this part of the coast by filling it in and building an amusement park and parking lot in its place.
No matter that the river is already populated by wildlife that must flee in the face of a flotilla of fun seekers.
It's all about growth. It's all about business. It's all about turning the entire world into commodities for human consumption and profit.
What does economic development have to do with this "coastal watershed"?
Humans are not the only species on Earth. We just act like it.
"Man is the only animal that blushes... or needs to." Mark Twain