I have to agree that it all sounds a bit tacky. It's a bit like a contractor winning a contract to clean up after a major disaster who exercises no respect during the operation. There shouldn't be an opportunity to get excited about being financially involved because it should all be strictly non profit anyway. Financial incentives should be strictly to encourage change and be paid by penalising pollution.
In the end it's just commercial marketing strategies but it does feel inappropriate when many of us want real change from waste at all levels.
