The concept of ecosystem services has shifted our paradigm of how nature matters to human societies. Instead of viewing the preservation of nature as something for which we have to sacrifice our well-being, we now perceive the environment as natural capital, one of society's important assets. But ecosystem services are becoming increasingly scarce. In order to stop this trend, the challenge is to provoke society to acknowledge the value of natural capital. Ecosystem services valuation (ESV) is the method to tackle such a challenge. ESV is the process of assessing the contributions of ecosystem services to sustainable scale, fair distribution, and efficient allocation. It is a tool that (1) provides for comparisons of natural capital to phys...