^ True, they might say that today, but 15-20 years ago, I really think the majority of people genuinely cared...it wasn't a gimmick. I'm sure I was brainwashed - saving endangered species and recycling were drilled into our heads at school. Lots of people do care today, but I feel there's been a bit of an 'anti-Greenpeace,' if you will, stigma, and that Kyoto/Green is a safer bandwagon, safe enough that politicians and corporations have jumped on.
"The current green movement, like all popular counter-culture movements will quickly be co-opted by mainstream big business."
You speak as if it hasn't happend yet. But, again, I don't care as long as something good comes of it. "Green" may soon stop being effective as a branding or marketing device, but something else will take its place that promotes the reduction of waste or pollution or some other 'eco-friendly' trend.