PUMA has 2.7 billion dollars of turnover, 300 million dollars of profits, 200 million dollars after tax, 94 million dollars of externalities, cost to business.

The rewards would be... enormous.

And let's say, assume if I inherited this million dollars, I didn't finance it.

It's also important to think about what the benefit is.

That is the notion of investment.

This is really important to pay attention to, because so many people say, oh, a company made this much.

So you've probably heard not only the term earnings, you've probably also heard the term earnings per share.

They buy more of your service and they tell more of their friends, which leads to more profit.

It is to his advantage.

But here you see it means very, very different things.

Our interests clash with theirs.

And when people talk about earnings of a company, this is what they're talking about.

I mean, these are state assets.

Kill the goose that lays the golden eggs.

The company announced a profit of 200 million after tax.

And that's my dad found that.

A benefit to both our worlds.

And at least it'll give you a sense of how revenues, gross profit, operating profit, pre tax income and net income really are different.

There are also real business benefits.

Look at the people in these photos I've been showing you.

Minus 500,000.

We'll be able to make use of all that to evaporate more seawater and enhance the restorative benefits.

The loan bears an 8 interest.

We shared the benefit together.

And that's what these brands did.

FDlC insured.

And then I was left with 1 million.

Fair enough.

This is what the owners of the company get before they pay the government.

(Laughter) But I know it's the bottom line, or one's perception of it, that motivates people in the end.

He derived a lot of profit from the enterprise.

This gave creators a window in which to cover their investment and earn a profit.

So now look at the different lens.

Peter The greatest benefit to all.

The reason this is happening boils down, in my mind, to one basic problem, which is our inability to perceive the difference between public benefits and private profits.

This is 350,000 of net income.

Why make this thing?

All the profits go toward Phillip's hospital bills.

I'll just abbreviate that as Nl.

And so I had a total expense or total cost of goods sold of 1 million.

Go ahead, eat.

He derived great benefit from the book.

But this idea is not always that intuitive.

So that's what I'm paying for, arguably.

So what are they?