Willie Nelson's BioWillie brand of biodiesel

I remember reading a few months ago that Willie Nelson was gettin behind biodiesel.  As a fan of biodiesel I had to be supportive but didn't initially get how good a combo this is.  Willie has a huge following among truck drivers so it's a natural brand association that gives biodiesel, and hopefully broader environmental concerns, much greater credibility with the people who need to be using this green fuel. And living in London, as I do, I hadn't realised that there really are no diesel passenger cars in America, so it really is only the trucks that can make this particular difference there. Anyhow, this article in the New York Times, tells the story about Willie Nelson's new BioWillie brand.