The United Nations declared 2010 to be the International Year of Biodiversity to celebrate biodiversity, increase understanding about how biodiversity is critical for sustaining life on Earth, and to highlight the ongoing and increasing loss of biodiversity. The emphasis of this campaign is on people and biodiversity, and the monetary value of biodiversity in terms of goods and services, rather than the traditional focus on saving iconic threatened species and ecosystems. The change in emphasis away from species conservation may seem misdirected; we monitor biodiversity by tracking the number of species that have gone extinct and by the number of threatened species, species make up ecosystems, which provide people with services, and species are di-