A number of factors could motivate someone to participate in a voluntary program like the CCX. Industrial participants could view the voluntary carbon market as a way to minimize liabilities and future compliance costs. Investors or entities with the capability to legitimately sequester carbon dioxide may join the exchange because of the potential for profit. Retail participants could view participation as a way to purchase "carbon neutrality." For example, one could calculate the amount of carbon dioxide that would be generated during a plane flight and reduce or eliminate that amount of carbon dioxide by purchasing a carbon offset on the CCX.