No, they're not made from 95% post-consumer waste or developed from all organic ingredients, but make no mistake, these business ideas are definitely sustainable, in the green way and the business way. Bag, Borrow or Steal, Netflix and a new toy rental company called Baby Plays are all built on the very appealing idea that consumers want to enjoy items with a short shelf life without seeing their shelves fill up with hardly used items long past their prime. Toys is an absolutely brilliant extension of this concept (founded by a mom, of course), the company allows parents to subscribe at different fee levels to receive a certain amount of toys per month, which they can exchange on a rotating basis. Considering how fast children progress developmentally between the infant and toddler years, and how quickly a new toy becomes old (during the holidays almost in a matter of moments), it makes sense to not have closets full of toys, which you tell yourself you'll save for the next kid or your cousin's kid who, it turns out, both want the new stuff as much as your kid does. How is this sustainable? Part of protecting the environment is simply putting less in it.