The gas station we all know as BP, which once stood for British Petroleum, has lunched a new advertisement identifying the company not as British Petroleum but with a new slogan "Beyond Petroleum." This is due in part to a new campaign that was announced in November 2005 and is now getting its feet off the ground. BP is working their way into the new age of hybrid and alternative energy. Over the next ten years the company plans to spend an estimated 8 million dollars to recreate itself as an alternative or green energy supporter and producer. The article states, "We foresee a huge market for cleaner power in the future. About 40% of the world’s CO2 emissions from fossil fuels come from power generation, yet up to 40% of the power plants that the world is expected to need by 2020 have not yet been built." The company expects to expand by five to ten times with this newer greener introduction. But will green energy be as expensive as the new green cars? If so, are BP's predictions rights, or could their new energy ideas go south? How much are consumers willing to spend to help the environment?