Ads or action

With all the awareness and concern for the environment more and more companies are spending their ad dollars to convince the world that they are "green". Sun, Intel, BP, GM, IBM, you name the company and they have an ad claiming that their company and technology/product is helping make the world a greener place. How much of this is the result of companies really making an effort to clean up and how much of it has to do with jumping on the "eco-friendly" band wagon? I could buy a hummer and then tell you that it is 93% more efficient than a tractor. I could pour bleach into the bay and tell you it is safer than plutonium. The list of examples is endless but the trillion dollar question is this, will all of this advertising make people complacent and in the next year or two will people forget about the limited time we have to reverse the damage we have done?