You're right, environmentalism has never before been used to con pretentious consumers into buying over priced goods. Companies like Whole Foods truly do love the environment and in no way use their very public and marketed eco-friendly stances to cultivate a reputation that gets upper middle class idiots to spend $8 on an apple that will rot 3 days later in their fridge. The "Go Green!" market is one of the easiest groups of people to exploit in marketing, I give kudos to these two for spotting the opportunity. But yeah, you keep fighting the good fight here, God forbid their little business venture uses strategies that every damn company uses.
And no, it wasn't meant to rile you up, you've already shown to be irrationally riled up all on your own. I truly think you are jealous that a peer came up with a simple idea that put a few dollars in their pocket and you seemingly haven't yet. Instead of wasting your time with your little witch hunt here, maybe come up with your own idea. You know, just a thought.