I was standing around waiting for my coffee at my favourite hole-in-the-wall barista the other day, when a spread in the Daily Telegraph caught my eye.
Under the banner "MISSION ZERO" there were two pages of headlines, graphics and tables going on about the need to combat climate change.
With campaigning enthusiasm to rival Green Left Weekly, the stories were all about the need to embark on the massive transformation needed to eliminate carbon dioxide from the world's economies.
Is this Rupert Murdoch's conversion on the road to Damascus?
Perhaps, but it's more likely that he's simply worked out which way the wind is blowing.
With governments and industry all around the world taking the challenge seriously, continuing to mock or deny climate could end up being risky for business.
This Sunday the Nationals, led by Barnaby Joyce, are set to deliberate on whether they're willing to get on board the Mission Zero bus ahead of the latest international climate change talks in Glasgow.
Will Barnaby's backbenchers continue to paint the issue as one of interest only to woke inner city elites? Or will they finally come around?
Let's hope they do, because climate change is far from just a fashionable cause for city slickers.
Real, impactful climate action - including a plan to rapidly decarbonise this decade and achieve net zero emissions before 2050 - is a win for all Australians. Our trading partners are moving and we are being left behind.Board member of Farmers for Climate Action Mr Emmott
If anything, it's farmers and regional communities that stand to fare the worst from rising average temperatures. The droughts, fires and floods associated with the "weather weirding" hit us more quickly and tangibly than them.
At the same time, regional communities have much to gain from bold steps into the zero carbon future.
Paying farmers for carbon sequestration in soil and vegetation could provide valuable income streams while enhancing biodiversity and productivity.
Leasing land for renewable energy projects is another potential win-win. Getting the policy settings right, led by a sincere and united federal government, would make all the difference.
Angus Emmott, a Longreach grazier, is already aboard the Mission Zero Bus.
"Extreme weather events, including heatwaves and droughts, have become increasingly par for the course at my place in recent years," board member of Farmers for Climate Action Mr Emmott said.
"Real, impactful climate action - including a plan to rapidly decarbonise this decade and achieve net zero emissions before 2050 - is a win for all Australians. Our trading partners are moving and we are being left behind.
"This is also a story of opportunity.
"With the right policy settings and investment, agriculture is one of the few industries that can become not just carbon neutral, but carbon positive - locking up more carbon than we emit."