"The biotechnology industry and more specifically the agrobiotechnology sector just don't get it. They and their PR and communications consultants believe that risk theory holds the key understanding and managing opposition to biotechnology," self-described corporate activist and ePublic Relations president Ross S. Irvine writes. "If industry would open its eyes and cast a wider gaze it would find a much more fruitful avenue of study to understand biotech opponents and how they work. ... The biotechnology industry can learn much from activists but it needs a dramatic change of mind. First, it must admit that it's in a conflict. Second, it must face the fact that in a conflict there are winners and losers. Third, it must acknowledge that while it's pleasant to talk about win-win scenarios and building 'relationships' with critics, activists are pursuing absolute victory."