There’s a lot to mull over when T. Boone Pickens starts pushing his part public service, mostly private profit plan for achieving energy independence.

What I like, aside from the mostly common sense approaches to a rational energy policy, is the sophistication of the site itself.

Public relations? This campaign defines the genre. He’s out to change the way our country thinks, and he’s having some success.

Web design? Over the top. Clever and sophisticated without seeming elitist, the modules are quick to load and nothing short of brilliant in execution.

This site has something for everyone. Rich content, on-target topic and brand management that’s the envy of less imaginative marketeers. Who’d of thought a conservative Texas oilman and notorius activist would ever own the energy independence brand? If we get there he deserves a medal for starting the parade.