They're a 501(c)3 private foundation, similar to a 501(c)3 public charity like COTAP. This makes offsetting contributions tax-deductible. The point is by making it tax-deductible, along with other things like helping folks offset monthly, they've already tried to make it as compelling and easy as possible to offset, but no dice relative to time/effort/$ put in. Similar to StandforTrees.org. I'm basically saying I don't think Wren is different enough, other than charging higher margins, something not in their favor. It is good they're transparent about margins, but that's not unique either.