I don't think many on this site thinks much about corporate net zero. But I do, and I have something I think is important to say. You see, net zero is not a target in the ordinary sense. It is a vision with a target component, and an obligation to act to make the vision possible, even when those actions don't show up in GHG inventories. Can companies keep targets they can't reach? I think they should. But we should not judge companies mainly on the basis of their emissions inventory, instead mostly on what they do to help Build the World their Target Assumes. Today too many companies focus too narrowly on what they can measure, not necessarily on what matters most for climate impact. This has a lot of downstream consequences. Luckely I've co-authored a whole report about it