"'It is so essential to our daily life,' said Molly Macauley, vice president for research at Resources for the Future,a think tank focused on environmental and natural resource policy in Washington, D.C. 'I often show people the front page of the newspaper, above the fold. The weather information is there every day, on that very, very valuable above-the-fold real estate.' While you and I are eating our oatmeal and trying to decide whether we should bring an umbrella or just a light sweater to work, companies around the world use the same data to make critical investment decisions. 'Can the bridge withstand a certain type of freeze-thaw cycle that stresses out our building materials?" she said. 'Trucking industry needs to know, Do I need to use tarps today or not?'"