At [Apple's] shareholder meeting, a think tank, NCPPR, pushed Apple to stop pursuing environmental initiatives like investing in renewable energy. [CEO Tim Cook]...made it clear that he makes choices for reasons beyond just the profit motive...Cook’s gut reaction to defend actions that don’t have a clear ROI [return on investment]... But he missed an important opportunity because much of what he was talking about — particularly investing in renewable energy — does in fact have strong ROI benefits, just not ones we can always measure. [also refers to Walmart]