There are increasing commercial pressures to send more people to the Antarctic. Visitor numbers each summer now exceed scientist numbers on the continent. The commercial operators working through IAATO have, to date, been largely acting in an environmentally responsible manner, realising that there is no point killing the goose with the golden egg. In fact, it has been argued that visitors to the Antarctic, many of whom are wealthy or influential, have played a significant role in increasing environmental awareness of the continent and its wildlife to politicians and to the public.