Yesterday Shell announced it was quitting its Arctic drilling programme. Let me just repeat that in case you, like me, couldn't quite fathom this wonderful piece of news: Shell is quitting its hunt for dirty oil in the Arctic. The thing is about these oil companies is they try and make us believe they rule the world, that their tomorrow is the only tomorrow. But today shows that the future can be rewritten. Shell execs might not publicly admit that our movement stopped them - but reading between the lines we can all see public outrage on Arctic drilling was a huge concern for them.
I know that I'll be called naive or hypocritical, or both. The world needs oil and we all drive cars. But things are changing at impressive speed. Silicon Valley is building more electric vehicles than you can shake a stick at. Batteries are getting better all the time and soon will be in our homes and businesses. It's not hard to imagine a future where the petrol pump is a museum exhibit that children will be boggled by. But Shell wants us to believe that this vision of the future is impossible, that renewable energy is a passing fad.
By placing its logo in thousands of playrooms around the world, Shell tried to insulate itself against anyone who claims that oil companies have no long term place in our society... Not only do our kids influence the way we think and act, they are the opinion formers of tomorrow. And Shell has been trying to buy them off.
We can be proud of the long list of inventions that hail from these islands: the steam engine, railways, steel production, the electric motor, radio, computers, antibiotics, radar, DNA research, industrial automation and the worldwide web have all have their roots in pioneering British work. A Japanese survey once found that 56 per cent of the world's greatest inventions come from these shores.
Oil companies aren't known for their ethics. Last month an ExxonMobil pipeline spill in Mayflower, Arkansas, wreaked havoc in the small town, destroying people's houses, gardens and local wildlife. It doesn't fill you with confidence that the oil industry's investment in a fragile area of British culture can be trusted.
This was meant to be a blog about Waitrose's relationship with fossil fuel giant Shell (Waitrose had been considering plans to open up shops in Shell petrol stations across the country), calling on Waitrose to end their partnership with the mass polluter. But Waitrose must be mind-readers because on Wednesday they did just that.