Maui dolphins are the world's rarest and smallest marine dolphin.
They are unique to New Zealand and, critically endangered, there are just 63 adults left, somewhere off Taranaki.
The numbers have dwindled in the face of fishing operations such as set-netting and trawling.
Now global conservation group WWF (World Wildlife Fund) has taken a proactive approach by commissioning consultant BERL to assess the cost of transitioning the fishing industry to dolphin-safe methods.
That cost is estimated at between $40 million and $65 million over three years - a not inconsiderable sum, but then a unique species is arguably beyond any price tag.