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I think right now the 'green movement' isn't really about saving the environment as much as it is a reaction to a economic choice. The 'cheap' common & wasteful way of doing things is getting to be expensive enough, that the more efficient or different way of doing things is making economic sense.
Sadly, it will only be a fad as long as gas prices stay high I believe. But, it is nice to see people picking the better product over the cheapest Wal-Mart one. Or driving more fuel efficient cars and hybrids over SUVs and trucks.
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