Let's be absolutely clear: Sir Richard Branson's $3 billion commitment for renewable fuels this week is not a donation; it's not charity.

This is money he has set aside for investment that, presumably, is going to have a payback for him if he bets right. The Virgin Group, over time, may be faced with carbon taxes/caps that force it to look for emission-free energy alternatives, and like any company it can surely benefit by investing in technologies that make its operations more efficient.

When you're rich, you can afford to smile. A lot.

Fact is, I don't want Branson giving a $3 billion handout, because you can't battle something as massive as climate change on charity. It requires a change in the way we think, live and do business, and by pledging this massive investment Branson is deciding to influence change while making a sound business decision.

In the wake of Branson's $3 billion investment, some ask whether the huge amount of money now flowing into cleantech is creating a bubble that - like we saw with the dot-com bubble - is poised to burst. Is there too much money chasing too few deals, leading to investments in companies that don't deserve it? Or, are concerns about climate change and peak oil and all the regulatory drivers that follow enough to justify the hype around cleantech?

Some kind of pullback seems inevitable, and we're already seeing a bit of it. But as the leaders in this sector begin to emerge and start showing profits those who made the right bets will win large.

What's encouraging is that money - large sums of money - are finally flowing to technologies that could truly help our planet/economy/society, and in doing so create the next Microsofts and Ciscos of the world. Branson's commitment may wow us because of its size, but what's more important for me is that he's just the latest high-profile business leader to throw his name and riches behind a cause and technologies that can benefit from his profile.