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This is nice and all, but it’s a bunch of PR bullshit.
While I don’t know if it’s effective, I do believe it is earnest. PR Bullshit is Masterchef taking Gas money and using “hydrogen burners” and calling that green while the entire fucking industry is a carbon factory, and that’s to say nothing of the fashion industry.
If they have a single use plastics, which they will, then it’s not earnest.