Cremation is almost always chosen by the deceased. Surveys show people choose it because it's easier to arrange.

It's a very large market, increasing every year.

A lot of them will not do it at all. It's not digging a bigger hole to put the body in; it really is a much longer process.

The attention it got was amazing. It's the fastest-growing segment of the death-care business.

It is a much more involved process, and it takes quite a bit more time. You have to do it slower. You have to have somebody there all the time.

There's a perception there will be a culture conflict, but people are eager to embrace it.