Nature™ Inc. describes the increasingly dominant way of thinking about environmental policy and biodiversity conservation in the early twenty-first century. Nature is, and of course has long been, ‘big business’, especially through the dynamics of extracting from, polluting and conserving it. As each of these dynamics seems to have become more intense and urgent, the capitalist mainstream is seeking ways to off-set extraction and pollution and find (better) methods of conservation, while increasing opportunities for the accumulation of capital and profits. This has taken Nature™ Inc. to new levels, in turn triggering renewed attention from critical scholarship. The contributions to this Debate section all come from a critical perspective and have something important to say about the construction, workings and future of Nature™ Inc. By discussing the incorporation of trademarked nature and connecting what insights the contributions bring to the debate, we find that there might be what we call an intensifying dialectic between change and limits influencing the relations between capitalism and nature. Our conclusion briefly points to some of the issues and questions that this dialectic might lead to in future research on neoliberal conservation and market-based environmental policy.