The March issue of National Geographic Magazine’s feature on Megaprojects in Iceland has some stunning photos of the immense dam built to supply Alcoa’s new aluminun smelter near the NorthEastern town of Reydarfjordur. The story focuses on the debate raging around aluminum, industrial development, hydro power dams and jobs in this small island nation. Not suprisingly, the story also reinforces much of the findings presented in the Exvisu Report Alcan & Alcoa in Iceland - Iceland has not been culturally acustomed to debating its future and making choices- for centuries the land and sea offered a natural bounty and beauty that produced an economy based largely on fishing. But now all of that has changed. Iceland is a modern society now, and technology-oriented businesses have largely replaced traditional ways. But the future is uncertain and the population holds a deep love for its natural environment. Big multinationals see easy opportunities and “win-win” scenarios, but as both Exvisu and National Geographic point out, companies that ignore the popular pyche and deep land-oriented history of this beautiful island may find it difficult to proceed with their projects