Agreed. And on that subject, I was pleasantly surprised a couple of months ago when I saw in the Shanghai subway a lot of ads, featuring a very well known movie director, against the consumption of manta ray gills. They were made by WildAid (an association I discovered with these ads). Apparently, they are trying to ask for the help of several famous people and trying to build up the consciousness of the population on the matters of shark fins and other traditional "delicacies". The idea is if the consumption stops, than the poaching will too. Let's hope it will have an impact.