Circular Economy - i.e. Cradle to Cradle, i.e. Waste = Energy

I just heard this term for the first time, it's not a new idea, but it's awesome that it's getting new terms, and that there is a foundation trying to promote it.  The Ellen MacArthur Foundation is on the case, and they have this blurb about the shift away from ownership.  and the role of collaborative consumption.
Sounds awesome, keep shifting and collaborating people!!