Well there are all kinds of cliches that could be used here, but the reality is that there is a new industry developing in Australia, one that exports clean, unpolluted, fresh air to countries where pollution makes clean air hard to come by.
There are a number of clever Australian businesses that have started harvesting air, putting it into custom made canisters that can provide users with between 130 and 225 breaths of "pristine Australian air".
Since the idea was launched, about 100,000 canisters have been sold. The target market consists of people living in heavily polluted cities in India and China. The canisters sell for about $10 each.
Whilst there is no scientific evidence to prove that there is any real benefit from breathing the air (this is made very clear by the companies selling the air), the novelty factor is appealing but it is clearly becoming a serious business.
Air farming (as it is known) began in Australia about two years ago. It shows the emerging opportunity that is coming from the growing middle classes of India and China, who are not afraid to buy products and services that many of would find odd.
That said, there was a time not that long ago, when the idea of buying a bottle of water was considered equally as strange and pointless when you could get water for free from any tap. It kind of makes me wonder what other opportunities there may be just over the horizon in a world evolving rapidly and in ways that are hard to predict.