<http://schema.org/about>
"The Segway was all about gee-whiz technology. Opower's energy bill redesign is all about human behavior. Guess which one is the truly transformative innovation"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.mnn.com/green-tech/research-innovations/blogs/to-inspire-radical-change-focus-on-peoples-minds-not-gadgetry>