Conservation is a word we are all familiar with, but what does it mean really? There are so many ways to define conservation based on what you are measuring and what you hope to accomplish. To some, it is pure, untouched wilderness, void of human contact. To others, protecting a small wetland or riparian area is also success. What about our role in protecting species from extirpation or extinction? What is our obligation? Do we spend countless millions of dollars protecting one charismatic species because public perception says it is important, while other, equally as important, species blink out of existence because we haven’t made a movie about them yet? How do we make the hard decisions, the ones no one wants to make?