I think that the group of people responsible for the original idea behind what ultimately ended up being documented and made into a TV show--the Discovery show Whale Wars--served a sense of duty to the environment and nature. I understand that once it became a hit TV series, the Sea Shepard crew began to fulfill a duty to the environment as a self-duty to promote ratings, gain fame, gain popularity and support...but the original concept where people put their very lives at stake for the betterment of animals in which they received nothing from--that is selfless. While people could argue that they received 'good feelings' or positive responses from others, I propose that the sheer misery that must be involved with such a 'job' would outweigh any benefits received. Ultimately, i think they were serving a moral duty to nature, the environment and 'the other'.
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