Hawthorne notes the parallels between green architecture and organic foods as movements that have been co-opted by jackass environmentalist impulses:
"Somewhere along the way, for both organic grocers and the corporate patrons of green architecture, the line between planet-saving and aggressive marketing became blurred. Companies realized that promoting themselves as eco-friendly could be a powerful sales tool...
The genius of the Whole Foods approach, under hard-driving Chief Executive John Mackey, has been to realize that many American consumers have a vague desire to buy organic and live healthier but have no interest in dispensing with selection or comfort.
Read Hawthorne's full column here.