Most people never really cared about the planet when we had other initiatives to save the earth. Now with the hipness of the thought, we find capitalizing take one get one free type schemes by big names.
It needs to be made a lifestyle and way of life not a hip thing to feel "nice" to do. This commercialization doesn't help at all.
This won't last if we make it the in thing to do. The only perks are that we leave behind a better earth for the future.