Reporting a war means embedded reporters. What status should their views have? Not only are their reports limited in scope, they are also prohibited from reporting security information. We are trading understanding for the gritty excitement of shaking cameras. We also try to embed sustainability within companies. What is the trade off here? Can companies be sustainble all by themselves – or do they need to interact with their environment, and their stakeholders, to achieve a judicious view of their responsibilties?