In 2020, an @HP paper sought to make its case in favor of printing as a service. The argument was interesting. It started by equating the “print-as-a-service” model to subscription services like cable TV or streaming platforms.  It even brought to the paper the idea of a ‘meal kit service’ for weeknight dinners as an example of what such service is all about. As a tech company, it naturally included comparisons with cloud computing and software.  The efforts by HP, @Kyocera and others to promote print as a service are understandable, and they completely make sense. Selling hardware is not always a sustainable model. It’s a risky one. In particular when demand for hardware and prices drop over time. This time, @Lenovo is trying something even harder to sell. Selling the idea of “Sustainability-As-a-Service.” Will it succeed? David Daoud argues that this will be a much harder sale to make.