In all honesty, I think it's all just a bunch of hype. Companies see how hung up people are on being evironmentally safe and are preying on this to make more money. All you have to do is claim something is green and people will buy it like crazy. Even if it's only short term green and in the long run even more damaging to the environment people will still snag it up like there's no tomorrow.
It's kind of like this woman I saw at a party once. She was a mother of a young child and a major chain smoker. She looked through the offered drinks and found this root beer from Trader Joe's that said "All natural." She handed it to her son declaring, "Oh, it's all natural, so it's good for you." Nevermind that it's still soda and that she was exposing everyone, including her child, to her 2nd hand smoke.
Fact is, I could bottle my farts, slap a label on it that it's a green product that will make your wrinkles disappear, and people will buy it.
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