Entrepreneur Matt Markus co-founded the company Pembient to save rhinos. His plan is to 3D-print fake rhino horns that are indistinguishable from the real thing. He will then flood the market with the cheap fakes, and drive the price so low that poachers have no reason to kill rhinos.

Free markets are often the best way of protecting the environment. South Africa once tried something similar by legalizing rhino farming and the sale of horns within the country. The rhino population quadrupled in just two decades.

But in 2008, South Africa banned sales of rhino horn again. Poaching shot up.

Produced by Maxim Lott. Edited by Josh Swain.