The FTC today released regulations on how 'green' products can be advertised.

http://adage.com/article?article_id=146310

These long-overdue rules help stamp out fuzzy green claims. And given the less than green state of 99.9% of the products out there, it means we have to build green before we sell green.

Sure, there will be fallout - people wanting to ride the green wave without putting in the green innovation will be hammered. But those who are really pushing for better products will see an entirely new white space, um, 'green' space open up for them.