Back in August, Scuba Herald posted this story, based on a study from Oceana:

Sorry, no bulk deals!
Oceana released the results of a new study today that finds a strong economic incentive for protecting living ocean resources. Sea the Value: Quantifying the Value of Marine Life to Divers shows that scuba divers are willing to pay more to see healthy corals, sharks and sea turtles.Divers are personally invested in the oceans and truly understand the importance of safeguarding marine wildlife and habitats,” said Suzanne Garrett, dive program coordinator at Oceana. “Divers are avid participants in ecotourism and show a great willingness to protect all that inhabits the oceans.”(more)
It goes on to give an average additional amount that divers are willing to pay:
Sea Turtles: $29.63 per dive (annual value: $177.8 million)
Sharks: $35.36 per dive (annual value: $212.2 million)
Healthy Corals: $55.35 per dive (annual value: $332.1 million)
So, taking the economic debacle we’re in right now, will this also be affected by free market practices? “Um, how about I give you $125 for three sea turtle and two shark sightings? I mean, the guy down the street is offering the same for $130, PLUS he’s offering a family of seahorses! oh, and since I’m paying cash, how about no tax?”
I’m all for paying more to actually see stuff, especially if I’m the one being paid, but honestly, I’m happy just being underwater regardless of what I see. I don’t even mine the Discount Kelp Bass and Garibaldi at Catalina! “We’ve got too many, so we’re offering ‘em cheap,cheap,cheap!”
